65% of PO.P's Outerwear is Used by Three Children – At Least!

An image showing three lines and names in an outerwear garment label, showing how the garment has been passed down and worn by three children.

PO.P (formally known as Polarn O. Pyret), the iconic Swedish childrenswear brand passionate about the circular fashion movement, is proud to present its annual sustainability report. The report highlights the brand's initiatives as a leading player in a more sustainable clothing industry. Since its inception in 1976, PO.P has had a clear vision: to design and manufacture high-quality clothing that lasts and can be inherited by multiple children. By extending the lifespan of garments, the need to buy new ones is reduced – representing a crucial step in protecting our planet's resources.

“At PO.P, we are unwavering in our commitment to circularity, sustainable materials, and clothes that truly last. Our vision has been the same since the beginning, and it is what we constantly strive for. Together with our customers, we work for a future where every garment gets as long a life as possible, which is the best we can do for the environment”, says Martina Wernemar, Chief Product and Sustainability Officer.

PO.P summarises its work to extend the lifespan of garments in three key areas:

• High quality – long lifespan: All garments are designed to withstand both the play and everyday wear of at least three children.
• Circular solutions: Through services that promote reuse, the lifespan of each garment is extended.
• Sustainable material choices: Continuous initiatives to develop and promote more environmentally friendly materials and production processes at all stages.

Every year, PO.P conducts a comprehensive customer survey to map how their garments are used and inherited. The latest survey shows that 65% of all PO.P’s outerwear is used by at least three children – an increase of 2% compared to the previous year.

“We are both proud and happy to see an increase every year so far, and it is a clear indication that our sustainability initiatives are yielding results. Our goal is for all our outerwear to be used by at least three children, and we will not stop until we get there”, says Martina Wernemar, Chief Product and Sustainability Officer.

Want to know more about PO.P's sustainability work? Read the full 23/24 sustainability report here.