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Innovative initiative contributes to a more sustainable apparel industry

Outdoor gear company Houdini partnered with Cybercom in 2019 to study the positive and negative environmental impacts to which an apparel company contributes, with particular focus on how a sustainable lifestyle can be promoted on a global level.

The work included in the two-year Regenerate Lifestyle Initiative project includes a report intended to inspire dialogue among apparel companies all over the world. The goal of the initiative is to show how attractive lifestyle solutions could take humanity towards the far-reaching Half-Earth ambition. The report is the first step in the process of studying various strategic opportunities for a sustainable future.

"This is exactly the kind of innovative attitude with a positive vision that we need if we are going to have a chance to reverse the negative sustainability trends of today. Through this initiative, Houdini will strengthen its position as one of the first companies in the world among the third-generation sustainability leaders that are focusing on the positive contributions of business to society."

Dennis Pamlin, Accelerator Net Positive and Digital Sustainability Business at Cybercom.

The Half Earth project unites deep scientific research, leadership and commitment with the idea that if half the area of the Earth is protected, 85 percent or more of all species will also be protected.

Goal 12: Responsible Consumption and Production.

Goal 12: Responsible Consumption and Production. Ensure sustainable consumption and production patterns.


Ingemar Jansson

Head of Sustainable Strategy & Business Development

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