#5 Angeline Elfström, Johannes Bogren (Södra): OnceMore® - Reimagining Textile Waste as a NextGen Material
Description
In this episode, Tomas Vucurevic sits down with Angeline Elfström and Johannes Bogren from Södra to discuss their innovative approach to sustainability through their OnceMore® brand, an innovative enabler of a circular textile system without loose ends. From navigating complex legislation to scaling up production capacity, they delve into the challenges and opportunities in creating a more sustainable textile industry. With successful collaborations with brand partners such as Jack and Jones, Bestseller, Filipa K, Vila, and Lindex, they have proven that the world of fashion is ready for NextGen fashion solutions. Tune in to discover how Ingredient Branding is driving change in their journey.
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THEMES AND TIMESTAMPS
00:30 Introduction of the guests
03:38 Södra's focus on sustainability and connection to Swedish Forest Association
06:52 Impact of OnceMore® as an Ingredient Brand in
promoting the circular economy
09:43 Jack and Jones collaboration, 2 years of the
Ingredient Branding journey
12:09 How the brand impacts the team, employees, the culture
13:34 Communicating with brands as a pulp producer
15:21 What is OnceMore’s Return-Revive-Reduce process
18:23 Collaborating with brands, mills, hotels, and other
partners
21:29 Reflections on partnerships, plans for the future,
differences between the US and EU market stance on sustainability
24:05 How legislation is affecting the textile and fashion
industry,
27:30 Concerns about legislation creating barriers for new and small brands
28:57 Scaling NextGen materials, scaling production
capacity, OnceMore's approach to providing a drop-in solution
33:05 OnceMore’s biggest challenge in Ingredient Branding
36:47 Recommendation for future guest
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The BRAINDERY is the education and community platform of BRAIND®. It is a space for collaborative learning providing tools to the Ingredient Branding community such as the first Ingredient Branding MasterClass and the HeroInside podcast.
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ABOUT THE HOST
Tomas Vucurevic is the Founder and Managing Director of BRAIND® and one of the leading global experts in Ingredient Branding. Tomas has over 40,000 hours of experience as a global Ingredient Branding expert. Half of his career was as Global Brand Manager for Gore-Tex. The other half was as the Founder and Managing Director of BRAIND, a brand strategy consultancy focused exclusively on Ingredient Branding. He has guided more than 70 projects helping companies to get more value out of their innovations by transforming from the ZERO position as a supplier into the HERO position as an Ingredient Brand that consumers seek.
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