Swedish Blugiallo awarded the austainability award Encouragement for Action 2025

The Swedish fashion brand Blugiallo is the winner of the sustainability award Encouragement for Action 2025. With a made-to-measure model where each garment is produced only after an order is placed, the company challenges several of today’s business models and demonstrates how technological innovation can go hand in hand with reduced environmental impact.

Encouragement for Action was established in 2018 by Stockholm Fashion District to encourage sustainable development and innovation within the fashion industry. The award recognises Swedish companies, brands, and initiatives that contribute to a more responsible industry through concrete solutions, while also serving as inspiration for other actors to accelerate their sustainability efforts.

On the evening of Wednesday, December 17, representatives from the fashion and textile industry gathered to celebrate the winner of the 2025 edition of the award. After a thorough jury process and in-depth review by the Encouragement for Action Ethics Board, led by Philip Warkander, PhD in Fashion Studies and Senior Lecturer at the Swedish School of Textiles in Borås, the choice fell on Blugiallo.

Jury Statement:
”The jury highlights Blugiallo as deserving recognition for its innovative work in uniting technological innovation with sustainability in practice. Through its on-demand model and digital fitting tools, each garment is produced only after an order is placed – a concrete step toward eliminating overproduction and encouraging conscious consumption. With a strong foundation in quality, transparency, and timeless design, Blugiallo demonstrates that made-to-measure fashion is not only about aesthetics, but about responsibility and respect for both people and the environment. Founders Alexander Moström and Daniel Apler champion the vision of made-to-measure as the production model of the future, a truly sustainable identity and an inspiring example of how Swedish innovation can contribute to a more circular fashion industry.”

– The fashion industry is undergoing a period of transformation, where creativity, innovation, and digital expertise are crucial. By highlighting companies that dare to challenge established structures, we aim to inspire more to contribute to the change the industry is facing, says Helena Waker, CEO of Stockholm Fashion District.

Stockholm Fashion District is the initiator of Encouragement for Action and serves as Sweden’s business hub for the fashion industry. With around 140 permanent showrooms and an extensive program of trade fairs, events, education, and industry forums, the district functions as a central meeting place for collaboration, business development, and innovative sustainability, strengthening Sweden’s position as an internationally competitive fashion nation.

– Blugiallo shows that commitment to sustainability can be both business-driven and visionary. They are a clear example of how companies can create value for both customers and society, while driving real change in our industry, says Helena Waker.

Press Contact
Malin Wasström, Head of Communications & Marketing, Stockholm Fashion District
+46 (0)76 518 90 17, malin@tradepartners.se

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