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Spotlight Series - Dedicated

Updated: Nov 15, 2020

In this weeks Spotlight Series we caught up with Swedish brand Dedicated. As the name suggests, dedicated has its sights set on a sustainable future for fashion and they are doing it in style. Check out the interview below to find out more from its inspiring CEO Johan Graffner about why you should ditch fast fashion and start shopping sustainably:



Tell us about yourself!


My name is Johan Graffner and I’m a Swedish fashion entrepreneur. For the past 14 years I have been focusing on responsible production of clothes made out of low impact fibers and produced in a socially respectful way.


How/Why did you come up with Dedicated and was there a particular ‘light bulb’ moment?


We started with an organic cotton retail concept in 2006 and in 2012 we rebranded to DEDICATED because we saw a need for a cool and expressive sustainable brand. The realization was that the good responsible brands did not have the design level necessary to appeal to a modern contemporary customer and the popular brands were all terrible at taking responsibility for their supply chains. We decided to step in and fill that role with DEDICATED.





Is there a story behind the name?


Since we’re a purpose driven brand, we think that DEDICATED is a great name as it signals dedication to our purpose of lowering the negative impact of the fashion sector by making responsible produced clothing more attractive and relatable.


What is the most compelling reason consumers should ditch fast fashion and support brands such as Dedicated?


Fast Fashion is a huge contributor to the climate crisis and the current 6th mass extinction event. Fast Fashion should ideally be a thing of the past and is currently a sign of poor style and values.





How do you ensure you run your business with sustainable practice always in mind?


By working with the strictest certifications available; GOTS, Fairtrade, GRS as well as choosing / pushing factories to switch to renewable energy. We also support developments in new low Co2 footprint fibers such as lyocells, hemp and recycled fibers.




Was there one particular thing you did that you feel enabled the business to take off/gain traction?


The demand for “Sustainable fashion” is huge in the EU and it’s growing quickly. Today there are many hundreds of “Eco-Fashion” stores and most of them were not around 5 years ago.


What has been the most challenging/rewarding part of running your business?


From 2006 to 2017 we invested a lot into GOTS and Fairtrade certified production without being able to gain any marketing benefit from it. Now the amount of aware customers is much bigger, so since 2017 we feel a large marketing benefit from being “Best in Class” in terms of responsible supply chains.





Is there a positive aspect that's come out from this pandemic for Dedicated?


I don’t think so. It’s good that mankind has decreased the carbon emissions slightly and a lot of people are spending time at home, having to watch their over full wardrobes with crappy fast fashion clothes and it may make them reconsider their consumption choices.



Interview conducted by: Louisa Bradby

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