Orkla : Contributing to sustainable consumption

At Orkla we want to help make consumption more sustainable. A campaign is now underway by Pierre Robert and others in the Norwegian fashion industry to invigorate recycling and reuse.

Through the Textile Campaign (Tekstilaksjonen) in Norway, Pierre Robert seeks to promote cooperation, share experiences and inspire others to create a more sustainable textile industry and greener consumption.

'We want to make it easy to make good, environmentally friendly choices in everyday life,' says Margrethe Vikanes, who is in charge of sustainability issues for the Pierre Robert Group. 'We're now kicking off the 2018 Textile Campaign, where we in the fashion industry join forces with environmental organisations to highlight textile recycling and reuse.'

Throughout the week, the fashion and interior industries in Norway will help boost enthusiasm for, and knowledge of, textile reuse and recycling. A breakfast seminar and debate session will set things in motion, with a variety of activities to follow.

'It's extra fun having the influencers Maria Stavang (@piateed) and Radical Broccoli (@radicalbroccoli) join us,' says Margrethe. 'They will be active on Facebook and Instagram, rallying and inspiring people towards greener consumption.'

Urging reuse

For Pierre Robert, recycling of textiles and cooperating with Fretex are especially important.

'We are planning activities on our social media to stir interest and perhaps inspire people,' says Margrethe. 'For example, a video made by Tise shows a summer dress being styled with wool to demonstrate how the same clothing is wearable over several seasons. We also share tips for reusing textiles and show our recycling film with Fretex.'

Joint effort for a more sustainable textile industry

'Eighteen companies and organisations are working together on the Textile Campaign because we believe we can achieve more together than independently. The goal is to promote cooperation, share experiences and inspire one another to create a more sustainable industry and more sustainable consumption,' says Margrethe.

In addition to Pierre Robert, the organisers of Norway's Textile Campaign 2018 are the Norwegian Society for the Conservation of Nature, Eco-Agents, H&M, Lindex, Bergans of Norway, Cubus, BikBok, Dressmann, Days Like This, Wow, KappAhl, Kid, Virke, Fretex Norway, Uff, Repairable and Fjong.

The Textile Campaign is an industry initiative involving a variety of participants, all seeking to improve the textile industry. The goal is to promote cooperation, share experiences and inspire one another to make the industry and consumption habits more sustainable.

About the Textile Campaign

• A unique interdisciplinary collaboration among participants in the Norwegian fashion and textile industries, clothing innovators, environmental organisations and textile recyclers.
• Began four years ago as a voluntary effort to increase reuse and recycling.
• Participants, working in fellowship, seek to challenge consumers to make sound green choices.
• It's all about using clothes longer and donating them onwards, fixing what's reparable and making sure everything is recycled. People are also encouraged to find new and creative ways to use old textiles.
• Awareness has increased in recent years. In a recent survey, nearly 8 in 10 Norwegian respondents said they had a positive view of textile recycling, as compared to 6 in 10 the year before.