Lindex – We make fashion feel good

Lindex - We make fashion feel good

Lindex is an international Swedish fashion brand offering ladies wear, ladies lingerie and children´s wear for the fashion- interested woman. The roots of the company stretch all the way to the year 1954 when two brothers established a ladies lingerie store in the small town of Allingsås in Sweden. The company has grown considerably from the 45 m2 store of those days and now operates over 500 stores in almost 20 countries around the world.

Lindex operates five stores in three locations, Smáralind and Kringlan in Reykjavík and Glerártorg in Akureyri.From the beginning, the company has attracted visitors in the hundreds of thousands that have welcomed the Scandinavian design coupled together with an international flair through collaborations like with the world-renowned designer Jean Paul Gaultier and fashion icons Penelopé Cruz and Kate Hudson.

lindex-denimSocial responsibility

Social responsibility is a key aspect to everything that Lindex does, from how it manufactures its clothing, the people that are involved in the process, the fabrics that are used all the way down to how the clothing is disposed of at the end of the cycle. This has been acknowledged for instance with Lindex being one of the 10 largest producers of organic cotton in the world.

This February the company took the next step in the successful development of its brand with the introduction of the “We Make Fashion Feel Good” concept. In a clear and substantial way the fashion chain expresses what the Lindex brand stands for and what it offers to its customers.

With “We Make Fashion Feel Good”, the fashion chain is communicating its inspiring and affordable fashion in a new way to its customers. The concept is being launched, in all of the company’s markets, by displaying the manifesto in Lindex store windows and online. Going forward, “We Make Fashion Feel Good” will be an integrated part of the company’s marketing communication in all channels. Through this a commitment is made to be making 80% of the clothes from sustainable sources by 2020.

Better Denim Now and Forever

This is furthered by the introduction of the Better Denim initiative that is a spring campaign where sustainability in both material and process is in focus. From January 2016 a vast majority of all Lindex denim is made from sustainable cotton and produced in more sustainable processes saving water, energy and chemicals. With this new range of denim for both women and kids, Lindex continues to set the standard. The new Better Denim campaign is available now at Lindex.