Absolutely Mama September 2020

Page 50

Nordic Roots Absolutely Mama meets Finnish kids brand Reima I n t e r v i e w C A R LY G L E N D I N N I N G

Q What can we expect from the Reima AW20 collection? A Sustainability plays a big role for Reima,

and we approach it from two angles: technical and material innovations as well as classic design. This autumn, we present several new ecological advancements in our materials, and turn a spotlight on our best-selling, durable classic styles, which are an essential part of our brand’s DNA. Q What’s the inspiration behind it? A The inspiration for our Finnish designers

has been the ultimate North and its legends. The prints especially in our baby, toddler and play age kids’ wear invite you to a wintery fairytale forest, with animals that both kids and parents love. Nordic folklore and folk art with their strong colours are also visible influences. Q What should parents be looking out for when they are investing in outdoor wear for their little ones?

A First of all, no product is sustainable if it’s produced and then left unused. Therefore, comfort and performance always go hand in hand in our kidswear. A garment has to do what it promises, and feel good, or kids and their parents will not be happy – there simply isn’t any other way. Because of sustainability reasons, the durability of the outerwear is also very important. One can act against throw-away-ism by buying classic, high quality wear. Think of it as a long-term investment: you can easily sell (or donate) quality kids’ clothes to the next user and thus save not only money, but also resources. Another important factor is easy care. When a garment is used for a long time, the amount of laundering it needs (and the associated water, energy and detergent use) play a significant role in how big its environmental footprint will be. Therefore, buying kidswear that is easy to wipe clean, can save a lot of your time and effort, as well as resources. Plus,

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