#Almedalsgarderoben is back and taking a bigger step towards a climate friendly wardrobe through its sharing initiative

The successful #Almedalsgarderoben is back again with its climate friendly shared wardrobe and exciting collaborations. At Almedalen in 2017, the wardrobe was nominated as hottest event and received honorable mention as digital communicator of the year.

“The Swedish government has the ambition to be world-leading in sustainable fashion production and consumption. It is therefore that #Almedalsgarderoben is taking yet another step towards achieving this by focusing its attention on climate friendly solutions and liaising with key players within sustainability.”- Erica Blomberg, Head of Marketing at the Swedish Fashion Council.

By wearing a garment more than three times helps to reduce its environmental impact by 65%. This year’s guests at #Almedalsgarderoben are Ebba Kleberg von Sydow and Emilia de Poret, who run the digital style platform “Säker stil”. On Wednesday, July 4th, the duo will be present at the event to assist visitors with styling and tips regarding sustainable fashion. The wardrobe will be visited by Swedish Minister for EU Affairs and Trade Ann Linde, Lars Hjälmered (M) and Gudrun Schyman (FI).

“Sustainable fashion is a highly relevant topic and to be present during Almedalen to discuss this is very exciting.” - Ebba Kleberg von Sydow och Emilia de Poret, Säker Stil.  

#Almedalsgarderoben was initiated by Svensk Handel in order to promote new business models and contribute to a more sustainable fashion industry. As garments being loaned out and shared, #Almedalsgarderoben uses LG Styler, from LG Electronics to keep its garments in peak condition between uses. The steam is pure water and is therefore kind to both fabric, people and the environment.

“We at LG like the concept and sustainable focus of #Almedalsgarderoben, which fits in well with LG’s own sustainable initiatives. We are extremely pleased over this collaboration and to be included in further enhancing the concept through the use of our unique LG Styler Steam Clothing Care System. By featuring the LG system at Almedalen, visitors will now have a simple and convenient means of freshening up their clothes between loans to keep them in ideal condition.” – Daniel Lamborn, Nordic Head of Marketing, LG Electronics

To avoid contributing to the 25 million tons of plastic waste generated annually in Europe, a collaboration with Ekoligens and Billerudkorsnäs was established to produce climate friendly clothing hangers and paper bags for the event in renewable and recyclable biomaterial.

“Fashion, sustainability and a circular economy are subjects that engage us. With #Almedalsgarderoben we strive to promote how new business models can contribute to a more sustainable fashion industry. We look forward to putting style on the map through the visitors of Almedalen this year again.” – Tina Thorsell, Communications Manager, Svensk Handel.

Participating brands include: Don Donna, Ellos, H&M, Houdini, Indiska, KappAhl, Lindex, Myrorna, MQ, Nudie Jeans, Rizzo, Soft Goat, Åhléns, LG Electronics, Ekoligens, Billerudkorsnäs and The Steamery.

Visit us at #Almedalsgarderoben between July 2nd and July 6th in Handelns house at Donnersgatan 1.

#Almedalsgarderoben aims to promote new business models and contribute to a more sustainable fashion industry. Svensk Handel and the Swedish Fashion Council invite you to borrow an outfit for the duration of your speech, seminar, or other event.

Want a preview of the wardrobe contents? Click here

For more information, please contact:

Erica Blomberg, Head of Marketing, Swedish Fashion Council
0702 62 26 27

Hans Tjernström, Public Relations Officer, Svensk Handel
0767 81 86 96