Our product life cycle includes the period where our products are in the loving care of our consumers. This stage also has a significant impact on the environment. In fact a Life Cycle Assessment we did some years back showed that nearly 60% of total climate impact was in this stage, mainly from washing.
Our target is that the users of our products – the consumers – will reduce their climate footprint too. They can do so in many different ways. One way is by taking care of garments, for example by mending them when broken, another is washing them responsibly, including washing in lower temperatures, using less detergent and hang drying instead of tumble drying. A target for 2017 is to implement improved information on our consumer web on use and durability and to engage more with our consumers on their role in our product life cycle.
What we are doing to achieve our goal
The lifecycle analysis we did on a pair of underwear some years back showed that nearly 60 percent of the total climate impact is in the user phase, mainly from washing. Our products, especially underwear and sports apparel, are washed often and usually at high temperatures. Frequent washing and high temperatures have a significant environmental impact and also affect the useful life of the garment in that its color and quality can deteriorate more quickly. We therefore try in various ways to encourage consumers to handle garments in a way that reduces the environmental footprint and extends the useful life. We provide our customers with simple washing instructions on the label and in more detail on and in the product packaging. We measure our ability to build sustainability engagement with our consumers in our yearly brand track.