Press
March 2023 - Copenhagen - Denmark
ORGANSK®, a next-gen Scandinavian denim start-up aims to disrupt the fashion industry
Pioneering a new wave of fashion, by leading the shift to more sustainable, cooperative, and circular systems that honor our communities and the environment.
Being radically transparent and independently certified by some of the world's strictest environmental and social standards from raw material extraction to ethical production and consumption, ORGANSK goes a step further by automating scalable take-back and leasing schemes built to reflect customer desires.
“At Organsk, we believe it must be 'the new normal' to think more sustainably. Every fiber and accessory is eco-certified to ensure that our actions lead to meaningful change. We aim to close the loop with circulation of our products and help the fashion industry move away from the linear take-make-dump model.” CEO, Alen Hrustic
The idea for ORGANSK® arose with the desire to meet customer demand for conscious denim and simultaneously help eliminate overconsumption, lack of transparency and an inappropriate use of chemicals in the fashion industry. Today, about 2,450 chemicals are used to produce clothing, of which 1,150 are classified toxic or hazardous to health and the environment (Swedish Chemicals Agency, 2014)[1]. 3 out of 5 garments produced, end up in landfills or get incinerated every year. Moreover, consumers wear clothes for half as long, as they did 20 years ago. Nevertheless, the number of clothing produced annually has doubled since the year 2000, exceeding 100 billion for the first time in 2014[2], while polyester, a synthetic fiber derived from oil and natural gas, has become the world's most used fiber in clothing production today.[3]
Design: Driven by purpose
A key component of the ORGANSK® design is to introduce circular thinking in the initial design phase. By using exclusively recycled materials and 100% GOTS certified organic cotton, combined with eco-conscious laser technologies and atmospheric washes, ORGANSK® produces premium quality jeans with significantly reduced water and energy impact, as well as meeting strict chemical requirements across the entire supply chain.
"Just the thought that our denim is safer to work with, gives me a satisfying feeling”. We will re-design the old jeans into something beautiful.'' says co-founder Alma Hrustic.
Circular + digitalization
On organsk.com, customers can easily buy and subscribe to memberships. Organsk®Memberships enable customers to use and swap garments easily, while offering full transparency of where, how and by whom the products are made. By re-circulating garments in addition to providing hard data, 3D+AR visualization and ecolabelling across the entire product range, ORGANSK® wants to make it easy for the conscious consumer to make the right choices.
‘‘With our circular concept, we can balance demand and supply, while making a real difference. Fashion changes, clothes wear out, and body shapes fluctuate. That's where organsk®Memberships come in, a subscription that makes a difference'' says CEO, Alen Hrustic.
Eco-labelled
ORGANSK is a PETA-Approved vegan brand offering GOTS certified denim and is accredited by one of the world's toughest and most recognized environmental & social certifications: the Nordic Swan Ecolabel, which is the recognized, official Nordic environmental label.
"It is very pleasing that ORGANSK, as a new denim brand, has chosen to be certified by the Swan label. The Nordic Ecolabel supports companies' green transformation and product development, as it evaluates the environmental impact in all relevant phases of a product's life cycle. Many consumers demand reliable benchmarks to be able to choose more environmentally friendly clothes - and the Nordic Ecolabel makes it easy for consumers to choose among the best environmentally friendly products," says Martin Fabiansen, CEO of Ecolabelling Denmark.
Looking ahead
"We look forward to introducing ORGANSK® to retailers who share the same values. We think globally, act responsibly and do not necessarily need to be the best in the world, but the best FOR the world. " CEO, Alen Hrustic
organsk®, creating designs inspired by nature and visions of the contemporary world. Jeans to Live for
Information
E-mail: media@organsk.com
