FEEL RESPONSIBLE, ACT SUSTAINABLE, that’s what FashionPower strives for in everything. Sustainability is in the DNA of the sports and outdoor clothing company, known for brands like Redmax and Jack in a Bag. It’s not for nothing that FashionPower has recently been able to bear the “Green Button” seal of quality. This German state seal of quality is awarded to clothing companies that produce according to particularly high social and environmental standards.
Nice confirmation
“For us, this is a nice confirmation that we are doing something good with our sustainability program. And that we made the right decisions in the past,” says Maxim Nelemans, COO at FashionPower. “The verification of the “Green Button” consists of two steps. On the one hand, it affects our business processes in general. An external institute checks whether the products are produced in a transparent and responsible manner. This practice is important to prevent greenwashing. We have also decided to link the seal of approval to our sporting goods made from recycled polyester. Recycling is an important part of our sustainability program. And polyester is a material that is used a lot in sportswear and is easy to recycle.”
Make the difference
As a sustainable pioneer in the lower/mid-market segment, FashionPower can really make a difference. “Precisely because we are dealing with large volumes, the “Green Button” seal is a particularly big win for us,” says Reg Nelemans. “Sustainable products are often seen as something exclusive. We want to offer them in an easily accessible way: sustainable products for every budget.” FashionPower offers a large selection of products made from recycled polyester. From sports shirts to fleece jackets to the iconic shaping tights that the Redmax brand is known for. These are sports leggings that give the wearer a flattering shaping effect around the stomach and hips thanks to the high fit and the tighter waistband.
Sustainable long-term vision
FashionPower’s goal is to be 100% sustainable by 2030. “In the 20 years of our existence, we have never deviated from our sustainable vision,” says Maxim Nelemans. “We see manufacturers as partners. We have been working with many of them from the very beginning. We have also always included them in our sustainability story and the long-term vision behind it. Manufacturers rely on stable customers. For this reason, when we ask partners to invest in sustainability – such as training employees or buying machines – they are more willing to do so. An improvement of the processes is ultimately interesting for everyone involved. This is how we help each other.”
The right decisions
In Germany, an important sales market for FashionPower, the “Green Button” is already well known. “In the Netherlands we are the second clothing company that is allowed to bear this seal,” say Maxim and Reg Nelemans proudly. The strict certification process for the “Green Button” was a time for her to look at her company management with different eyes. “A company is often run by gut feeling. You make decisions that feel good and you follow your heart: this is how we want to do business. In such a process, many things have to be determined and you realize: lo and behold, your gut feeling was right. We are incredibly happy that this has now led to this recognition and visibility.”