Velour by Nostalgi welcomes everyone to their show at Fashion Week Stockholm as they launch their eco-friendly denim range. It is the first brand in the world to be certified with the Swedish eco-label Svanen, and meet the comprehensive list of requirements. The jeans will be available on 31 January, immediately after Velour by Nostalgi’s autumn/winter 2017 show. The show is open to the public, and welcomes everyone to Ljusgården at 18:00. There is VIP seating for the first 60 people who RSVP to the invitation, which is out on Friday.

“Our idea with the eco-label is to offer, encourage and help the customer to make conscious choices”, says creative director Per Andersson. Receiving the Svanen-label is a significant achievement. Svanen primarily considers the life cycle of a product. Clothes and textiles must be made from organically grown or recycled material and be produced using only certified chemicals and dyes. Quality seams make the jeans last longer and recall technology enables the fabric to maintain shape, which requires less washing – better for the environment.

The jeans come in five colours and two models, the Jasper, 90s loose fit and the Julian, regular fit. Available at NK Stockholm and NK Göteborg on 31 February, and online in February on Velour’s website.

Place: Ljusgården, NK Stockholm
Date: Tuesday 31 January 2017
Time: 18:00