Issue 5 out now – Get your copy!
DEDICATED’s new puffer is probably the most sustainable jacket you can wear this winter
”The industry can improve quickly by removing empty ’Green wash’ certifications such as BCI and by abolishing virgin polyester.”
Johan Graffner founded DEDICATED to make sustainable development so attractive that everyone will want to take part.
— Because ”Caring is cool”, he says.
Through creative collaborations with leading illustrators, artists and photographers, they create relevant contemporary casualwear for men and women. All garments are produced in low-impact sustainable fabrics such as GOTS and Fairtrade certified cotton, GRS certified recycled polyester or Tencel.
— 85% of the production is made with renewable energy. Zero wastewater is emitted, says Graffner, continuing,
— The fashion business needs to shape up quickly: The industry accounts for 10% of the global greenhouse emissions, the destruction of 25% of our sweet water sources, the spreading of known canceregenous chemicals. The industry can improve quickly by removing empty “Green wash” standards such as BCI and by abolishing virgin polyester.
Tell us about your key piece for this winter.
— We are expanding our jacket range and the crown jewel are the puffer jackets, entirely produced out of recycled PET bottles. Puffer jackets are having a big moment now and we’re proud of offering a low-impact fully recycled version.
Tell us about the fabrics.
— The outer fabric is a thin GRS and Bluesign certified woven polyester. The filling fibers are made by FELLEX and are constructed as tiny tubes in order to reduce weight and increase the bounciness. This filling became ISPO Product of the year in 2018.
How sustainable is it?
— Since it’s made entirely of recycled PET bottles, it requires no new fossil oil. Increasing the demand for recycled PET decreases the amount of PET bottles going out in our seas and landfills. At the moment humankind consumes 1 million PET bottles per minute and only recycle 9% of these, so we really don’t need more ”virgin polyester”, we just need to increase our recycling.
How would you wear it?
— I use the ”World map” printed version, that also is reversible so it can be toned down when needed. These work well on the mountain as well as in the city.
What else do you have coming?
— We’ve just launched our latest collaboration with photographer Chi Modu. Chi was the photo editor of the 90’s hip hop bible, The Source Magazine, and personal friend of Biggie, Tupac, Snoop Dog and most other 90’s hip hop innovators, says Graffner. He adds:
— For our coming collection, we’re working on bringing in hemp fibers for some selected styles. We’re very interested in hemp at the moment.
Related: Haglöfs’ Edge Evo Kurbits Unisex Anorak celebrates their heritage and serves as a tribute to the Dalarna region Rue De Tokyo’s oversized, almost sculptural coat is a statement piece in both shape and material choice Adnym Atelier’s new suit jacket is a modern hybrid, not your traditional blazer Eton’s long-sleeve piqué is based on the style of a classic casual polo shirt, but refined to a real luxury garmentDEDICATEDJohan GraffnerISPO Product of the year 2018FELLEXChi Modu