THE NEW NORMAL

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PARTNERS

PRESS

It is not a brand synonymous with style, but WWF in Finland, a branch of the world’s biggest conservation group, is teaming up with the Nordic Fashion Week Organisation in a project that aims to produce a truly sustainable clothing range.

Those behind the project, codenamed “The New Normal” say a new way of producing textiles will become a necessity as global demand for clothing increases with population growth.

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The new project, which is named “The New Normal”, is planning to employ highly durable materials recycled from discarded textile waste created by Infinited Fiber. The fate of this project will unveil itself at the collection’s showcase at the Helsinki Fashion Show in July this year. Calling for an immediate need to find an eco-friendly way to meet the global demand for fashion, *WWF Finland’s Corporate Relations Expert, Maiju Sirviö *said, “Fossil fuels cannot be spun into polyester or other synthetic fabrics for ever, either. Yet, much clothing is discarded before the end of its life span and ends up in landfill sites. This project vows to drastically improve the ecological footprint of garments by encouraging and promoting tangible solutions.”

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FUTURE CO-CREATED

CO-CREATED BY THE PEOPLE , FOR THE PEOPLE.

WE ARE NOW CONNECTING CREATIVES
GLOBALLY TO PARTICIPATE TO OUR PROJECT.

FROM YOUR IDEA TO GLOBAL INTERACTION AND

CO-CREATION

CO-CREATION
DESIGN
PROFIT
PROTOTYPES

REPORTS

DESIGN
92
OUR APPROACH
92
FABRIC PRODUCTION
90
RETAIL AND DISTRIBUTION
75
END OF USE
75
PROCUTION OF RAW MATERIALS
99
ENVIROMENTAL IMPACTS
80
GARMENT PRODUCTION
80
USE AND RE-USE
80
LOGISTICS
89

Sustainability

DESIGN
92
OUR APPROACH
92
FABRIC PRODUCTION
90
RETAIL AND DISTRIBUTION
75
END OF USE
75
PROCUTION OF RAW MATERIALS
99
ENVIROMENTAL IMPACTS
80
GARMENT PRODUCTION
80
USE AND RE-USE
80
LOGISTICS
89

SUPPLIER

Suppliers, are you ready to be part of The New Normal Project?
And the next revolution in the fashion industry?
Nordic Fashion Week Ry to create fully sustainable clothing collection.
We are now looking for manufacturers to provide sustainable produced materials in this project.
As a company, you can contribute to the project by providing expertise and materials. Your company will be part of an
international co-creation project that wants to create the most sustainable clothing line that becomes available in early 2018.
In collaboration with our partners, we will review if your company can contribute to the project. If so, you will be contacted in Q2 of 2017.
Apply for the New Normal Project here:

CONTACT

Nordic Fashion Week RY 
(Y-2813471-3)
E-mail : contact@nordicfashionweekgroup.com
Nordic Fashion Week Headquarters, ETELÄESPLANADI 2,
00130 HELSINKI, FINLAND
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