Commitment to nature: Reima supports WWF with its own collection
Made from more sustainable materials, the Reima x WWF collection is a tribute to Finland’s mysterious lynx
As a Finnish specialist in children’s outdoor clothing brand, Reima believes that an active childhood helps our children grow up healthy and prepares them to conquer the world – our only home planet to protect. To underline this credo, Reima is cooperating with WWF this season and donating part of the sales of the collection to WWF – for nature and the environment.
The Reima brand, founded in Finland in 1944, is not only a specialist in children’s outdoor clothing, but also the market leader when it comes to children’s clothing for all weather conditions. Reima’s design reflects the Scandinavian parenting style and allows children to actively develop their physical abilities. That is why the Finnish company pays attention to the highest quality and durability. Well thought out from head to toe and perfected down to the smallest detail: This way kids can discover their surroundings and the world with a lot of joy and curiosity. For the start of school in summer/autumn 2022, Reima is launching a capsule collection dedicated to WWF’s global conservation work, with a portion of the proceeds benefiting the organization: for every item in the Reima x WWF collection sold between July 15th and July 15th and July 31, December 2022, Reima will donate €2 to WWF. The total amount – at least €100,000 – will be published after the end of the campaign.
Children and their future are important to Reima, which is why protecting and preserving the valuable resources of our planet for future generations is also a top priority for the Finnish company. The cooperation with WWF is therefore a logical consequence:
“We are very excited to be collaborating with WWF and to launch this special and sustainable collection dedicated to the lynx. The Reima x WWF collection reflects how much we Finns love our forests and how important it is to protect wildlife and protect biodiversity. This is the only way for our children and young animals to move and play freely around the world – today and in the future,” says Johanna Sarviharju, CEOM of Reima.
David Bloch, WWF’s International Corporate Partnerships Director, is also pleased about the cooperation and says:
“WWF’s mission is to stop the degradation of our natural environment and to build a future where people live in harmony with nature. Our work applies to current and future generations, which is why we are very excited about this first collaboration with Reima in the form of a collection made to the highest durability and environmental standards, inspiring children to love nature and also raising money for WWF’s conservation work.”
Eco-friendly design inspired by the elusive lynx
The design inspiration for the Reima x WWF collection is the lynx, Finland’s only wild cat: a quiet, mysterious creature that avoids human contact. This exciting animal inspired Reima’s designers to create an elegant, classic collection for children that is also durable and timeless.
“All Finns know that the lynx lives in our forests, but hardly anyone sees the shy animal in the wild. In fashion, the leopard print is an all-time favorite, so for a refreshing change we’ve introduced our own pattern: based on the beautiful fur of the lynx. This is the heart of the Reima x WWF collection, which raises funds for conservation,” explains Sari Perttunen, Reima’s Chief Creative Officer.
Easy to combine
The Reima x WWF collection is compact and consists of a total of nine styles: a light, quilted jacket with detachable sleeves, various cotton jerseys and sneakers. All parts are designed so that they can be perfectly combined with each other. So they are fashionable companions for the kids – from late summer to autumn, when school starts again.
Sharing and reusing children’s clothing is by far the easiest way to reduce our negative impact on the environment. And children quickly outgrow their clothes. Therefore, Reima’s clothing is always of high quality and therefore durable and perfect for giving to siblings or friends. In addition, the designs and colors are timeless, so that the styles can be worn long after this season.
Reducing the impact on the environment
Current research shows that the environmental impact of the textile industry is mainly due to the production of textile materials. When choosing materials, Reima’s designers always keep environmental factors in mind. For the jacket, the choice fell on 100% recycled polyester, which has a significantly lower carbon footprint than non-recycled material. The main fabric and the insulation are 100% recycled and also bluesign®-certified. As usual, the upper gets a water-repellent finish without fluorocarbons. As usual, the upper gets a water-repellent finish without fluorocarbons. Organic cotton without harmful pesticides or herbicides was chosen for the jerseys. Durable hemp is used in the surface of the sneakers and at least 30% recycled rubber is used for the non-slip Vibram outsole.
Cooperation with the nature photographer Konsta Punkka
The cover of the Reima x WWF campaign was shot by Konsta Punkka, a Finnish wildlife photographer who has a large following on social media for his wildlife photos. During the campaign, Reima will also be sharing Konsta Punkka’s pro tips for photographing animals and nature, among other things – ideal for anyone who wants to go photo hunting with their own camera or just observe the wonders of nature.
By the way: When this press release was written, Konsta had not yet managed to capture a portrait of the lynx, although he had been trying again and again for many years! So this beautiful cat continues to enchant him, just as it enchanted and inspired the designers at Reima.