APRí Sportswear launches with plant-based finishes
04/07/2024
Quality and longevity are essential to the two founders of APRÍ Sportswear. The anti-odour finishes were chosen to enable users to wash the clothes less often, save energy and water, and thus reduce their environmental footprint and help garments last longer.
“Our mission at Nordshield has from the very beginning been to harness the power of nature to improve everyday life. By collaborating with the APRÍ team, we can bring our state-of-the-art anti-odour technology to a broader audience, enhancing the longevity of their already exceptional high-quality apparel. APRÍ shares the same values and attitude that our company wants to be associated with, making this partnership a perfect fit,” commented Nordshield co-founder Kristoffer Ekman.
The two founders of the new brand seek to fill what they have identified as a gap in the market: “we were looking for a brand that is durable, sustainable in its make and in its use, as well as socially minded,” says Ms Boström. The products are manufactured in Portugal, and new products will be released in drops on their e-shop. “This business model allows us to control sales and adapt to market demand, and will serve as a launch pad to a wider distribution, in time,” adds the designer who studied fashion in Milan and has worked for a number of brands, including a 14-year stint at Gant.
“With APRÍ, we are not cutting any corners. We want to be fully transparent, as we have nothing to hide. We also want to challenge the industry and consumers’ buying behaviours,” she says.
The new issue of WSA, out this week, features an article on innovative materials derived from wood waste. Click here to view the issue.
Image courtesy of APRÍ Sportswear
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