Ensuring circularity of the value chain is one of the most important priorities for the fashion industry. At Marimekko, we aim to enable circularity through various measures implemented across our value chain. As we shift towards a more sustainable material portfolio, we also aim to choose materials and fabric qualities that are recyclable as part of our design and product development. These include mono materials, which only consist of one fiber or raw material. Through new material innovations, we aim to move towards fully circular materials that can be recycled several times without a decline in the quality or durability of the fiber.
We aim to support our customers in recycling well-worn Marimekko items. In 2021, an array of vintage pieces was sold at Marimekko Kreative, the experiential pop-up space launched in Copenhagen, as well as in Club Vintage in New York. We also piloted second-hand resale in our online store to support our customers in selling their pre-loved Marimekko items and provide practical solution to extending the lifespan of Marimekko products. Following the success of the pilot, we launched Marimekko Pre-loved resale platform in August 2022 in Finland.
In 2021, we also established a new in-house, cross functional innovation team, Innovation Works, to accelerate development work with new, circular material innovations and sustainable business models.