At the heart of our business is unlocking personal power and well-being of the modern woman based on values.
While many fashion & lifestyle marketplace has focused on ensuring the largest brand mix this is resulting in a complex journey for us users when wanting to shop transparently. Getting to know the brands, the values behind, and what we should feel/become when wearing a piece – or using a product – is at times a jungle experience and makes decisions becomes difficult.
Our ambition is to create a fashion and lifestyle destination based on transparent values for you to be able to navigate easily through a portfolio of timeless and responsible brand partners based on values towards sustainability and empowerment. This making it easy for you to make decisions based on your personal set of values and how to be your best version.
We have established 4 value ambitions which is core for us in order to help you making choices unlocking your best version.
1. ENSURING A THOROUGH AND CHOICE OF BRAND PARTNERS – SUSTAINABILITY & EMPOWERMENT
This we do through a thorough choice of brand partners partners who integrate sustainability and timelessness at the core of their business as well as towards empowerment, and how to balance a healthy lifestyle. We work towards the Global UN Sustainability Development Goals 12 “responsible consumption and production” & 5 “Gender equality” – empowering women.
As Copenhagen Fashion week (CPHFW) writes is in their Annual Sustainability Report 2020: “
2. CREATING A TRANSFORMATIONAL EXPERIENCE – INSPIRED BY A COUNTRY BRAND
3. BUILDING A REVEALING COMMUNITY – WITH FOCUS ON EMPOWERMENT, DIVERSITY & INCLUSION
4. ESTABLISHING THE INFRASTRUCTURE FOR THE DANISH LIFESTYLE INDUSTRY – UNITING FORCES
We are working to place responsible business practices at the heart of our company.Brøgger is founded on the practise of social inclusiveness and low impact both environmentally and the social consequences of the fashion industry, something that embodies every inch of the business.
We believe quality must come first in creating more sustainable clothing. Our clothes are made to last and be cherished across seasons and years, therefore longevity ranks highest in choice of materials and design. Whenever we can we combine this with organic and recycled materials, as well as repurposing stock materials.
Producing low impact shows and campaign shoots are a key practice.
Social sustainability is a natural part of all decisions made regarding representation of Brøgger.
01. CREATING CHANGE ON AN INDUSTRY LEVEL
While fashion has long been under scrutiny for sustainability issues, the jewellery industry is often overlooked. The challenges, however, are just as real, and we need solutions to change behavior and levels of information.
The jewellery industry is highly fragmented, and with individual jewellery designers scattered across the globe, they often lack real opportunity to independently push for change on an industry level. From sourcing of materials to reducing waste and working ethically, there are a number of challenges that have yet to be overcome. And while many designers are doing everything in their power to work ethically and sustainably, parts of their supply chains are still clouded in obscurity.
Our ambition is to help create transparency across the industry, engage with designers to understand their sustainability approach, help them strengthen it and facilitate knowledge-sharing between them. We want to continuously provide a platform for dialogue, educate ourselves in order to educate our customers, and push the industry forward.
02. BUILDING AN INFRASTRUCTURE FOR SUSTAINABILITY
We believe in the idea that together; we are much stronger. As a platform, born digital and global, Finematter is in a unique position to deliver real change and impact across the industry. By creating an infrastructure for sustainability, facilitating experience- and knowledge-sharing between our designers, supporting them in creating, sourcing and scaling sustainably, we can set and influence industry standards. Our ultimate goal is to become an active player in building our designers’ businesses in ways that are good for both the planet and their finances.
When it comes to customers, we do our utmost to create the best possible conditions for them to make informed choices. We want to cut through the industry noise and equip customers with the key facts that matter. With information and knowledge, we aim to take the first steps in changing consumers’ behavior towards making more sustainable choices.
03. HELPING CUSTOMERS MAKE INFORMED CHOICES
Since transparency lies at the heart of our philosophy, we have created a labeling system based on practices that we believe in. This means that every piece of jewellery on our site has undergone a careful investigation. The labeling is made to help customers make informed choices. From metal and gemstone provenance to socially mindful production, our labels are built on seven practices that we deem important for goldsmiths and customers to consider. They will develop over time, as we know best practices might change; especially as we continue to educate ourselves.
04. SUSTAINABILITY LABELS
Clear Material Provenance
The origin of the stones and metals are known; from the specific mine to the way they are mined and the refinery they have been through.
Precious Metals: Fairtrade, fairmined or recycled
The piece is made from either fairtraded/fairmined metal or recycled metals. The metals are fairmined/fairtraded if mined in artisanal mines where processes are regulated by fair mining/fairtrade associations. The metals are recycled if no new metals were mined in the making of the piece; existing metals were melted to produce it.
Diamonds & Precious stones: Fairmined, recycled or labgrown
The stones or diamonds used to make the piece of jewellery are either fairmined, fairtraded, recycled or labgrown. The stones and/or diamonds are fairmined/fairtraded when mined in artisanal mines where processes are regulated by fair mining/fairtrade associations. The stones and/or diamonds are recycled when no new stones and/or diamonds were mined in the making of the piece. The stones and/or diamonds are labgrown when developed in a lab.
Highest Studio Standards
The piece is created in a studio adhering to the highest of studio standards, meaning the studio has proper ventilation, the designer and employees work under proper conditions and with no use of harsh chemicals.
The piece is made locally in the designer’s studio, most often by the designer herself or an assistant. None of the production is outsourced.
Direct, carbon-neutral shipping
The piece is shipped directly from the designer’s studio to you, via the most direct route, and the shipment will be carbon offset.
Recycled & compostable packaging
The piece is shipped in recycled and compostable packaging using FSC certified paper packaging which is fully recyclable and using no plastic.
05. HOW WE CAN DO BETTER
We will work hard to be at the vanguard of industry developments, and make sure we always push for innovative and sustainable practices and solutions. But knowledge is power, and since we are not all-knowing, we rely on information from multiple sources; often, one of our designers, a consumer or a third party knows something we don’t. One of our finest jobs is to create the best possible settings for two-way communication and knowledge-sharing, and as we grow, we hope to become a place for open-minded discussiA
At NYNNE we aim to implement sustainability throughout our operations. The initiatives we have taken so far include:
We try to source the best possible quality fabrics for long lasting pieces. For a young brand it is sometimes challenging to get the contacts and reach the minimums to access sustainable qualities. We believe it is a work in progress and each season we are getting a step closer to a fully sustainable sourcing. For AW21 we are proud to say that 60% of all the fabrics used for the collection are recycled or are certified sustainable. For instance, we are using two technical fabrics made out of recycled polyester as well as three of our wools are recycled and certified. We do use leather and sheep shearling fur in our collections. However, all leather and shearling furs that we use are a by-product of the meat industry. Natural leather skins have the unique characteristic to keep the quality and even look nicer with time. We strongly believe and hope that our client investing into a leather or shearling piece will keep it for many years, potentially passing it on to their children.
We work with small, independent and most of the time family-run manufacturers across Europe who all take pride in their craftsmanship. We have strong connections with all our production sites and visit regularly. Our manufacturing partners all adhere to ethical wage and working conditions.
In order to minimise the movement of goods we source majority of materials within Europe, mainly from the UK and Italy, with the exception of a few tech fabrics from South Korea. We produce all our products within Europe making the distance the material travel from the mill to the manufacturer shorter. We quality check most of our production at the production site and ship directly to stores from there in order to minimise shipments and airtime.
AVOIDING DEAD STOCK
Overproduction is one of the most polluting elements of the fashion industry. Being left with dead stock is a waste of both physical material and craftsmanship. At NYNNE we have a zero-waste strategy when it comes to our private channels. We sell the majority of our collection by having the costumer pre-order the pieces prior to production, which enables us to produce precisely what has been ordered and forecast which styles will be most popular, and therefore running little risk of overproducing and sitting on dead stock.
Another goal we aim to achieve with the pre-order system, is a change of mentality regarding consumer behaviour. We would like people to shift from an impulsive trend-based shopping behaviour to a more stable future way of investing in your wardrobe. By having a 6-month waiting time between the purchase and delivery we are encouraging consumers to buy in a more conscious and durable way. We believe you should buy a garment because you want it to be a part of your long-term wardrobe. By pre-ordering, you don’t just buy a piece because you want it now, but you are committing to a piece of clothing, that is true to your style, and will follow you long term.
We strive to educate our consumer and represent a culture of buying less but buying better. Aiming to minimise the amount of clothes being forgotten in the wardrobe or sent to landfill. We strive to make high quality, long lasting, timeless pieces that can be worn again and again across seasons. We encourage our customers to rethink how they buy and wear clothes. Different styling options and future altering of pieces are thought into the design process; a seam line across a leather skirt to make it possible to shorten it once the owner has become tired of the length or a reversible shearling jacket for two completely different looks is the future for sustainable fashion.
Our signature piece, the Diana dress, is representative for our way of designing. We create pieces that are meant to be worn in the most versatile way possible, giving the costumer the chance to dress up and down a garment, wearing it to casual and formal occasions. The Diana dress is appropriate for the office as well as a wedding or a walk in the park. With this mindset, we envision our client to have a smaller wardrobe and to buy less, since there is no need to have a piece for each occasion anymore. We stand by the belief that buying less and smarter is one of the most powerful changes that one can do for the environment.
We try to minimise the amount of packaging that we use and ensure that the packaging we do use is as sustainable as possible: Our jewellery boxes are made from recycled fibres and are recyclable. We ship our products on metal hangers rather than plastic and our garment covers are biodegradable.