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When the entire fashion industry aims to become ”circular”, here’s how this contemporary fashion brand has managed to reach 70% — and counting

”It all started from us wanting to sleep better,” says Brixtol’s co-founder Gustav Kjellander.

Words: Johan Magnusson

Ever since the start ten years ago, the Stockholm-based outerwear brand has had a sustainable angle and an including price point.

— We try to use as much recycled fabrics as possible without it compromising the quality, says Kjellander. If we can not find a solution with a recycled fabric we choose something that has the best durability. Making products with a high durability and long life time is an important part of sustainable production. We don’t really see ourselves as that unique but our achievement in supplying well-produced outerwear in sustainable high-quality fabrics to a fair price separates us from many in this business.

Why is having a sustainable DNA so important for you? Is it because the buyers and end customers expect it? Or to be able to sleep better, knowing that you do what you can?

— Today, it’s a mix of the above but it all started from us wanting to sleep better. Never mess with good sleep! For many years, very few buyers and end consumers cared about sustainability. The priority was, and still is to a certain extent, design and price. This made us really good in developing sustainable products without compromising nice design, says Kjellander.

For Brixtol Textiles’ SS20 collection, 50% is made of recycled fabrics and 20% has another sustainable aspect as organic cotton or linen. For AW20, 70% is recycled and 20% has other sustainable features, such as locally sourced wool.

What’s been the biggest challenge using so much recycled fabrics?

— To not comprise the design, quality and design.

brixtol-textiles-gustav-kjellander-emil-holmström Keith Petrol - Recycled Fishing NetsBrixtol Textiles SS20, made of recycled cotton and recycled fishing nets

Will your collections ever be made of 100% recycled fabrics?

— We believe that it will be possible within 10 years. There are still many types of fabrics which are not possible to make in recycled fibers. But hopefully science will make it possible. And I’d like to encourage people to buy more sustainable products, because what consumers demand is what effects the offer. If people only would buy sustainable, no one would offer anything else, says Kjellander.

brixtol-textiles-gustav-kjellander-ss-20 brixtol-textiles-gustav-kjellander-ung-cancerBrixtol’s collab jacket with and for Ung Cancer (Young Cancer), where all the profits goes to their charity, dropping this April. In August, they release a line of products made in recycled fishing nets where 10% of the profits goes to Ocean CleanUp.