Visiting the 4 legged suppliers of Devold

Annual Roundtable in Queenstown, NZ. We learned a lot about national sheepfarming, and that only 5% of the wool in NZ is merino, the rest is coarser wool fit for swaeters, knitting, carpets and beds. We heard from Mons Royale about their product philosophy in sports wear and learned about the product innovation of merino wool plasters that will leave no trace of microplastics if left behind on the walking trails after healing a blister. We visited some sheep who deliver their fine merino wool to Devold As. Good to know where my base layer comes from ! 

Panel debate on upcycling of textiles

On the 17th of september Kjersti was invited to take part in a panel debate on Upcycling and re-design of garments and textiles. Hosted by Vogue, the panel included Ellen McArthur Foundation, Evrnu, Avery Denison and London Tomorrow  in addition to Woolmark. A big audience showed up, following the discussions on not only upcycling but also on consumption and lifetime of products. A short statement to PV after the debate;

Greater Than A collections

I have been part of the >A team since 2017, co-creating sustainability strategies and circular design principles. In 2018 I did my share in product development especially on finding and testing Tencel thread for sewing wool garments. This is one step in deirection of biodegradable wool garments. In the thinking of separating technical materials from biodegradable materials this is a necessary step in order to improve recycling and reuse. The traditional polyester thread would never break down. This is a challenge in terms of thread strength for wear and tear, and also in terms of costs and availablilty. We worked with Müller Nähgarn in Switzerland who deliver Cradle to Cradle certified Tencel thread that come closest to the expected technical performance. By doing som changes in design details, we made seams that last and work.
I have also worked a lot on finding other new material  solutions like the IndieDye process of plant based dyestuff dyed with ultrasonic technology in China, a very exciting development fro circular products.

Textile Exchange Conference & Prato visit

After the Textile Exchange conference for 2 days in Milan, I took part in the tour to Prato to visit both the Textile museum and Comistra Wool recycling. Wool has been recycled in Prato for 200 years, and the technology is still basic mechanical equipment that works very well. Huge amounts of garments from global collections are sorted into wool and others, then the wool pieces are fragmented into different colour groups that go together into the shredding and washing machines. In the end fine and even coloured wool tops come out that match exactly the colour specified. As most wool blends garments come in from collections, the new yarn will also be a blend with synthetics. Next step is yarn spinning in the next door facility and then new fashion! Several global brands buy recycled yarn and fabrics from Prato. Great industry!

Copenhagen Fashion Summit 2018

Attending the Copenhagen Fashion Agenda gives insight into what happens in the global Fashion Industry. There was a lot of focus on Circular Fashion with both brands comiiting to circularity as well as research like Ellen MCArthur Foundation showing the need to act. Still the industry is being critizised for not walking their talk, this goes especially for the so called Fast Fashion brands. Many of the panels and presentatiosn gave somehow a feeling of greenwashing and just words, still in between I got inspired as always by Bill McDonough  and Livia Firth, and not to forget Paul Dillinger from Levi`s with his holistic intentions. It is not all just green talking….


ISPO 2018 inspirations

I have been member of the ISPO Eco Award Jury since 2017. It is an exciting work with a great Jury team where we get to learn a lot of what is happening in the Outdoor and Sports Industry on the sustainability side. A few really good news, but in general the development and innovation in the Outdoor Industry on sustainability issues appears to be very slow and conservative. What does it take to make brands want to become a champion?
ISPO showed many good products, and I am pleased to so many new wool users and the wool growing in the industry.

Greater Than A launch party February 2018

Greater Than A celebrated its launch February 2018 in Oslo with showing SS18 collections.

2025design has worked close with the brand to create and fill the sustainability strategy with content. Focus is on designing for long lifetime, create functional products, and choosing mono materials, preferably  natural fibres, View and shop the collection at


>A – Greater than A

Fokus på bærekraft
– Navnet Greater  than A spiller først og fremst på merkevarens filosofi rundt bærekraft: At ingen ting er større enn naturen. Og at alt vi produserer, kjøper og bruker, har en påvirkning på kloden vi bor på. Naturen er noe mer avansert enn noe mennesket har klart å skape. Vi vil fokusere på de fantastiske, naturlige råvarene som finnes. Og bevise at det kan skapes moteriktige, flotte kvalitetsprodukter uten å skade naturen. I tekstilbransjen skjer det i dag store endringer som gjør det mulig å gjøre en forskjell i en større sammenheng. Folk kjøper mer varige og holdbare plagg som kan resirkuleres og er opptatt av hvordan klærne blir fremstilt. «Greater than» skal ligge som en drivkraft for det vi gjør hele veien: Å utfordre konvensjonelle ideer på hva som er mulig, konstaterer Aksel og hans medspillere. Kjersti Kviseth i 2025 Design for lifecycles, er med på laget som medspiller og rådgiver.

Foto; Kristoffer Myhre

Forward Thinking 2016

2025design is part of the annual conference Forward Thinking where Design and sustainability is in focus. Targeted at the sport- and outdoor industry, relevant for all who want to be inspired on how design can help achieve a better sustainability performance. Be inspired by Houdini Sportswear / Patagonia / VAUDE / Alan AtKisson / Norrøna / Fimbulvetr / EVI Ski / 2025 Design / Anne Prahl / Æra Strategic Innovation


Circular Economy & Design for lifecycles

Circular economy does not happen over night, and it is about everything else than waste management. What does it take to get started with circular thinking of business models and products? It is just a matter of combining long term goals with step-by-step work on improvements and change. Add good intentions and a purpose, great people and lots of joy, and you will be able to adapt to circular  business models and create good products in a way that serves both your business, the people and the planet.

In the 90`s I used design and product development as driver of sustainability at HÅG asa, introducing circular thinking, cradle-to-cradle design and closing material loops way before this was a topic. No we help industry and businesses getting started with circular models, demystifying the concept of circular economy and sustainability.

SAC meeting & Fashion Summit

A compact week of sustainability in fashion and sport was held in sunny Copenhagen in May. The SAC meeting presented some final versions of the product tool to be launched after summer, a roadmap for Higg Transparency alongside inspiring updates and presentation on Higg implementation and strategy developments.
The Fashion Summit called for more action now, and Livia Firth adressed the elephant in the room by stating «Nothing will ever change while fast fashion and its current business model stays as it is». The Young Fashion Summit with students from many countries, worked on the 17 Sustainable Development Goals to create a powerful demand to the fashion industry to take responsibility and fulfill the goals.