German fashion group Hugo Boss wants to position its young fashion offshoot Hugo more sustainably. As part of this, the ‘Hugo Clean Up Your Act’ initiative is underway. With this initiative, the label offers products made from a range of more sustainable materials. Garments produced using more sustainable raw materials are labeled ‘Responsible’. With a dedicated hangtag and flag in its online shop, customers can identify them. The main fabric or material of these products must be comprised of a minimum of 60% more sustainable materials which follow known standards and have wherever possible verifiable third-party certifications, Hugo states.
Hugo 'Clean Up Your Act' looks for f/w '21
The more sustainable product range for f/w 21 also includes upcycled and repurposed styles of leftover fabrics, to more sustainable cotton basics. The partnership between Hugo and Cotton made in Africa is also expanding, with accessories added to the mix, it says in an official statement. Highlights include padded parkas crafted in and filled with recycled fabrics, activewear styles made from more responsibly sourced cotton blended with recycled fibers, and sporty trainers in TPU mixed with Repreve, a yarn made from recycled bottles that may have otherwise ended up in the ocean.#BN+59809To celebrate the launch,
Hugo is inviting customers to upcycle items they already own, using its Clean Up Your Act repair kit. The kit features sewing patches in the shape of the brand’s half-planet, half-smiley icon, and allows customers to repair the items that they love rather than throwing them away.
The brand’s approach is part of the Hugo Boss Group’s broader sustainability strategy, in which materiality-based sustainability objectives comprise social and environmental indicators with, for example, the target for sourcing sustainable cotton set at 100% by 2025. According to Hugo Boss, as of 2020, 86% of the company’s cotton was sustainably sourced.
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