Fashion and textile companies in Norway have come together for the fourth year on a collaborative textiles campaign. They include recycling giants and rental and repair companies. Led by the Varner Group, Lindex, H&M, Pierre Robert Group, Bergans, KappAhl and Kid Interior, joined forces with conversation organisations, recycling-giants Fretex and UFF and rental and repair companies for the 2018 campaign – Tekstilaksjonen. While previous events have focused on recycling, this year’s key themes are textile reduction and prolonged use.

Rental, co-ownership, sharing and swapping are the recurring themes and seen as business models for the future – also for the major retail brands who are painfully aware that business as usual is no longer an option. Several companies who otherwise are fierce competitors are now cooperating on sustainability initiatives. To make the commitment more binding, this year’s textile campaign culminated with all participants signing a five-point manifesto, where environmental footprint reduction was at the top of the agenda.

Companies are looking at cutting down the number of styles for each season so that retailers do not end up with excess stock. They have also increased prices, in order to make it economically viable to use better and more expensive raw materials. Apparently customers are willing to pay for better quality. Norwegians have increased recycling from 59 to 79 per cent. A campaign asks them to hand in their used underwear and socks.