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INTERVIEW

Sustain by Oscar Jacobson
gives quality garments a

new lease of life

Since 2021, Stockholmers interested in style have been able to from Oscar Jacobson’s sample collections. These are mainly used
shop sustainably in the Sustain by Oscar Jacobson store. In the for product development, to convince buyers to make a purchase
store you can buy Oscar Jacobson suits and other garments or at fashion shows. Historically, these garments have not received
that have had a previous owner. Those submitting a garment receive so much attention. By displaying them in the store, they can now go
a percentage of the sale price – known as commission. This extends to someone who really wants to give them a little more love. There
the life of each individual garment, making a real difference to the is also the option to have something personalized and unique sewn
sustainability of the textile industry. And there is a high demand for here. Oscar Jacobson offers 500 fabrics from some of the world’s
garments submitted. Over 80 percent of the garments are sold within finest fabric producers. Or for those who are more fickle in their style,
two months. Since its inception, Sustain has sold over 1,000 second- it is possible to hire something for a special occasion.
hand garments and paid half a million in commission to hundreds
of different sellers. 77 percent of them have chosen to receive this “It’s very clear to us in the store that there’s great demand for
commission in the form of a gift voucher from Oscar Jacobson. circularity, even among the style-conscious,” says Sebastian
Dahlgren. “What surprised us most is that those who submit clothes
The entire store concept is based on a sustainability mindset, and and have them sold here usually choose to reinvest their profits in
the store has proven to be a recipe for success for Oscar Jacobson. gift vouchers rather than cash. Sustainability thinking is quite simply
As store manager Sebastian Dahlgren says: self-reinforcing!”

“We’re pleasantly surprised by how well it’s been received. The Sebastian Dahlgren,
interest in submitting clothes and in second-hand shopping has Store Manager
certainly exceeded our expectations. We need more people to bring
us their clothes so we can meet the demand.”

For Oscar Jacobson, the store is so much more than a symbol of
sustainability – it is a container for the values that the brand stands
for, both past and future.

“As we equate quality with sustainability, it’s natural for us to create
a marketplace for sustainable fashion,” says Sebastian Dahlgren.

Along with reused garments, you can also find test garments

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