Founded in 2015 by two friends in rural Denmark, Jeppe and Jesper’s Forét clothing is inspired by happy childhood memories in their hometown in rural Denmark. Interestingly, many of the brand’s designs are inspired by memories of being immersed in nature, take for example the Black Frost Scarf, from their school days. Covering all facets of the contemporary wardrobe, both Jeppe and Jesper believed that the fashion industry, in order to contribute to a more sustainable world, requires new industrial processes, technological innovation, circular economy criteria and new models of use and business.
Each of its garments aims to strike the balance between functional outdoor clothing and casual looks, relying on simplicity and natural materials. In its collections, it uses autumnal and wintery hues to represent many days once spent outside, exploring in the forest. Using high-quality natural fabrics, the founders wanted to hone in on the “finer” details that life has to offer, which is what nature provides us itself. As a brand, Forét puts its inspiration from nature above all else, and the name itself comes from a Danish mantra to “slow down” which is a reference to tackling the environmental dangers posed by fast fashion. When Forét first began to make its apparel, its founders realized quickly that now as à part of the value chain, it had an immense responsibility to make practical decisions that would have a positive impact on the planet. That’s why they decided to draw up three main pillars to base their business model on in 2020 that would uphold its sustainability values: design and development, fabrics, and production.
Using Natural Materials Remaining faithful to nature, Forét uses natural materials to minimize its environmental impact. In addition, the brand chooses to focus on classic staples rather than trends, so that these pieces can stay in one’s wardrobe for years to come. As the fashion industry is one of the main polluters, it’s vital for brands to select suitable fabrics that determine the lifetime and potential breakdown of a garment once its lifecylce has come to an end. In 2021, Forét succeeded in ensuring that 83% of its garments were made from mono-fiber fabrics, which make them suitable for recycling. In addition, the brand has invested much time and resources into getting its responsibly-sourced fabrics certified by third party sustainable standards. Outlined in the brand’s annual Responsibility Journal which started in 2020, its responsible fabrics include GOTS certified organic cotton, Global Recycle Standard (GRS) certified recycled polyester and wool, as well as the use of TENCEL™ fabrics. In terms of its future strategy, recycling will take center stage in 2022, and it aims so search for more options to achieve a more circular ecosystem within the company and its collections.