The longest journeys begin with a single step.
For us at Craft Sportswear, sustainability is a never-ending commitment. While we have created clear and ambitious goals for where we want to be by 2030, our Circle initiative has no finish line.
To show our true colors.
When it comes to how we communicate, our philosophy is to be transparent about the challenges we face and the progress we are making. Helping consumers make informed choices is good, as it is likely to have a positive effect on demand for products with a lower carbon footprint. This means avoiding unsubstantiated claims, which is the aim of the upcoming Green Claims Directive, which is expected to become EU law in 2024. The GCD aims, among other things, to reduce the use of eco-labels that are not backed by certification and third-party verification, and instead promote standards that make it easier to track and compare a product’s climate cost.
Sustainability is a never-ending commitment.
While we have set clear and ambitious goals for where we want to be by 2030, our Circle initiative has no end in sight. In 2023, much of our work focused on creating the framework for future progress. Our stated goal is to consolidate the number of suppliers we work with, to create fewer but deeper connections with partners who share our commitment to lasting change. In addition, we see the need to minimize the number of fabrics used in our collections and to promote materials with a smaller environmental footprint.
Sustainability a strategic priority.
Craft is committed to promoting sustainable growth while minimizing our environmental footprint. In 2023, we took significant steps to update our policy documents on water use, biodiversity and plastic use. Our new business plan outlines our sustainability goals and strategies for 2023-2027, ensuring that our operations are aligned with our sustainability goals and contribute to long-term growth.
Our progress report for 2023
We understand the world and must act with openness to create a better future.
Circular selections for all athletes.
Our products are designed for the long term, and from 2023 we are working to introduce more ways to extend their lifecycles. For example, through circular business models that allow our customers to rent functionality when they need it, or by allowing athletes to pass on their loyal training buddies when they reach the next level.
Sustainability is a team sport.
Our sustainability goals are linked to four of the UN’s Global Goals for Sustainable Development, chosen for their relevance to our world and our ability to contribute to them. They influence how we design, produce and distribute our products, how we extend their lifecycles through circular rental and sales models, and how we collaborate with partners and organizations for a more sustainable future. They have also inspired us to formulate some of our own milestones on the way forward. By 2030, our total carbon emissions will have been reduced by 30%. By the same year, 20% of our products will be included in circular programs. To help us achieve the goals, a dedicated CSR function will analyze and report on our processes from 2022.
We connect all the pieces from design to delivery. Our products are meant to inspire athletes to keep going, no matter the season. So for us, a more sustainable garment is one that is tirelessly functional day after day, year after year.
01 - Purpose
We design for the long term for a simple reason: The longer a product delivers what it promises, the lower its environmental impact.
02 - Design
We design for the long term for a simple reason: The longer a product delivers what it promises, the lower its environmental impact.
03 - Materials
A preferred material should not only be made to last. It should also be traceable and have a verifiable climate footprint.
04 - Production
Responsibly made for the way forward. Since 80% of a garment's environmental impact is generated in the production phase, focusing on the supply chain can yield big results.
05 - Packaging
Going beyond plastic. To minimize the long-term effects of everything that protects our products during their journey to our customers, we are making a conscious effort to transition to more sustainable packaging solutions and materials.
06 - Logistics
Choosing more sustainable paths. Our long-term goal is to minimize greenhouse gas emissions from our daily operations, to achieve the goal of 1.5°C global warming in line with the Paris Agreement.
Sustainability goals for 2030
01. Climate action
Reduce carbon emissions from our total operations by 50% by 2030*.
02. Responsible production and consumption
Create products through sustainable methods that last and are used for a longer period of time to minimize their impact on the environment
03. Circular business models
20% of all garments are rented, reused or resold within our ecosystem by 2030.
04. Good health and well-being
Inspire athletes of all levels and ages to be active in promoting the health and well-being of the world.
05. Partnership to achieve goals
Collaborate with industry partners and global and local sustainability initiatives to create lasting change.
Collaborations and partnerships
STICA
The Swedish Textile Initiative for Climate Action is a non-profit organization working to create a roadmap and action plan for the Swedish clothing and textile industry with the aim of reducing greenhouse gas emissions beyond the target of 1.5°C warming.
amfori BSCI
An initiative created by the Foreign Trade Association (FTA), the leading business organization for European and international trade consisting of more than 1,500 retailers, importers, brands and national actors with the aim of developing the political and legal frameworks for sustainable trade.
RISE Chemical Group
A network created by RISE, Research Institutes of Sweden, which brings together experts from universities and authorities with the aim of sharing knowledge and facts from the field to prevent the use of unauthorized chemicals in textile production.
Fair Label Association
An initiative that brings together universities, human rights organizations and companies with the aim of protecting workers' rights worldwide.
Clean Shipping Index
Clean Shipping Index (CSI) is a non-profit organization that offers a voluntary environmental labeling of ships' emissions to air and water to reward and develop sustainable shipping alternatives.
International agreement for health and safety in the textile and garment industry
A binding agreement aimed at increasing safety in the textile industry in Bangladesh, among others. The agreement regulates the inspection of buildings and electrical installations, and sets requirements for mandatory routines and exercises for better fire safety.
