Swedish fashion retailer Monki has launched a new initiative to raise more awareness for sustainable fashion consumer practices. In their colorful and entertaining video “Monki cares”, callers of the 1-800-LAZY-ECO phone line are encouraged to wash their clothes less and at lower degrees (and instead wear them inside out or freeze clean), dry them in the sun, and reuse and recycle old garments instead of throwing them away.

On the Monki-cares section of their website, Monki also shares the company’s initiatives in the field of sustainability. Starting from their 100% organic cotton denim range, the retailer’s aim is to use only recycled or sustainably sourced materials by 2030. All Monki stores offer garment and textile recycling (the handed-in garments may be of any brand and in any condition) and are powered by renewable energy and the company aims to become climate positive throughout its entire value chain by 2040. 

Although “sustainable sourcing” is a very non-concrete term and at 40€ per pair of denim, it’s hard to imagine how to really commit to 100% sustainable production practices, raising awareness is always a first and important step. Chapeau for doing that in a very millennial, consumer-oriented way, Monki.

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