Sustainability instead of fast fashion: an interview with Lars Axelsson, CEO of Arket - Library @ E2Expo
Updated: Dec 2020
Fashion United interview Lars Axelsson, the CEO of Arket. Arket is the new sustainable fashion label of the H&M family. Founded in 2017, it is setting an example in the fashion industry in terms of transparency- by mentioning all suppliers by product on its website and on the care labels. The brand aims to create a long-lasting and affordable fashion community.
Axelsson provides a detailed view of Arket's strategy to position themselves as a sustainable brand within the H&M label. He details on startegies that allow Arket to determine durable fashion over the seasons, use creative and innovative frameworks for collections that become characteristic pieces, and employ unique store concepts to create a novel atmosphere for customers to shop in.
He also sheds lights on how Arket leads with sustainable fashion - through the use of organic or regenerated materials in its collections, processes that can make the durable options last for years, and being transparent about the design and production processes.