The fashion companies Bite Studios, Re:newcell, ATACAC and Nudie Jeans have today been awarded Encouragement for Action 2019 for their sustainability work. The companies are pioneers in sustainability and have, thanks to a strong conviction, creativity, courage, new business models, new technology, an innovative power, an interest in developing new ideas and communicating their values, caught the attention of the fashion industry.

Today, the winners of Encouragement for Action were presented at a ceremony at Stockholm Fashion District where the fashion week focusing on business currently is underway. With us were the Swedish fashion industry, Encouragement’s key protectors Nacka Kommun, Unibail-Rodamco-Westfield, BMW Bilia Group, UN Global Compact Network Sweden, jury groups and collaborative organizations.

“Sweden has a recognized reputation for innovation power and the ability to be at the forefront, especially in the creative industries like the fashion industry. Sustainability in the fashion industry is high on everyone’s agenda and through Encouragement for Action we want to highlight all the positive initiatives that exist and encourage change for a sustainable fashion industry,” says Helena Waker, CEO and chairman for the category Fashion retail talks sustainability, in which stores that use the sales floor and/or their digital platform to encourage consumers to choose sustainable consumption are acknowledged.

Winners of each category;

Value-bearing sustainability


An equally stylish and timeless look with perfect fit and low-key aesthetics where the craftsmanship impresses and the materials are chosen with the utmost care and with a documented sustainability responsibility.

 A luxurious and sustainable brand that wants to slow down the consumption rate with consistent design and collections where new garments can always be combined with previous seasons. Anyone who takes the time to learn what the acronym in the name stands for soon realizes that the journey has only just begun for how this brand wants to challenge us to think new about consumption and fashion.

And the winners are: Bite Studio

We are very proud and happy to be recognized among such fantastic brands, but, of course the point at issue is most important. As an industry, we need to act with determination and power – on a large scale – to create a new fashion agenda. And it has to be fast. ”- Bite Studio.

Closing the loop


We know that the fashion industry is facing major challenges and needs to change radically to be part of a sustainable society. Moving from the linear models we have today to circular, where we take advantage of the resources that exist and do not create any waste is an important part of the solution. To succeed, we need companies that are in the forefront and can show that it is possible to do business in new ways by being part of the solution. The winner of this category plays an important role and is an incredibly important player in the value chain in order to succeed in closing the loop of fashion.

And the winners are: re:newcell

We are deeply honoured to receive this award. Not least because we were selected together with a group of extremely inspiring forerunners who have taken the step from word to action. Fashion is basically about driving change and here we have a bunch of companies, individuals and organizations that direct their drive to change the industry for the better. There’s nothing more important to do.”- Mattias Jonsson, CEO of re:newcell.

Fashion retail talks sustainability


We in the jury are proud to give encouragement to this Swedish brand and denim company who since the start have had the care of nature in their soul. Since 2012, the entire collections are delivered with 100% organic denim. The company is innovative and generous to its nature and towards their customers by ensuring that their jeans can last a long time through information and high service offering repairs, Care & repair kits and washing advice that saves our environment. When no more repairing can be done, the winners encourage their customers to hand in their old jeans to turn them into nice rag rugs! You inspire us and are a strong role model, not only in Sweden, but also globally.”

And the winners are: Nudie Jeans

We are delighted that our Repair shops, with sales of newly produced garments, free repair of jeans and sale of Reuse jeans are being recognized with this price! We work hard to create a more sustainable consumption by choosing sustainable materials for all our products and by extending the life of our garments. Our knowledgeable staff takes care of both customers and products with a passionate commitment and we believe in the personal meeting and how it contributes to a greater understanding of and about sustainability – whether it happens in our physical stores or in our digital channels.” – Palle Stenberg, founder of Nudie Jeans.

Fashion tech


To encourage a company that drives change and is led by design and creativity as well as they deliver sustainability, feels fantastic. With a vision of becoming the world’s most interesting design studio, they show great courage and response to the pressing issue of sustainability. ATACAC inspires radical changes and new business models that are more current than ever. The fashion world of Sweden and Sweden as a country should be proud of innovative companies like you, which drive the next generation of fashion into the future.

And the winners are: ATACAC

Minimizing overproduction of clothing is central from a sustainability perspective. Through a combination of digitally 3D rendered garments and their own local production in Gothenburg, Atacac has implemented a model where overproduction becomes minimal.”- Rickard Lindkvist founder ATACAC

A special thank you to…

A warm thank you for your commitment to Encouragement for Action’s patrons Nacka Municipality, Unibail-Rodamco-Westfield, BMW Bilia Group, UN Global Compact Network Sweden, ethical council, jury groups and collaborative organizations.


Download image of the winners of Encouragement for Action 2019 >>>


Contact details to the project managers:

Gunilla Grübb, Head of Public Relations, Stockholm Fashion District, +46 (0) 70 209 30 57,
Janike Eleby, Head of Communication, Stockholm Fashion District, +46 (0) 70 307 85 59,



Stockholm Fashion District has invited other important organizations and stakeholders to join together and encourage value-based communication, sustainable business models, new technology and those who exemplarily use the store floor or their digital platform as a platform for communication on sustainability.