Fashion brand Velour by Nostalgi have launched the world’s first Svanen-certified jeans.The Svanen label was founded by the Nordic Council Of Ministers in 1989 to award to products designated environmentally friendly, in order to help consumers make conscious choices. Now Velour by Nostalgi have launched the first jeans range that complies with those standards. The range features two different models, the Jasper ‘loose-fit’ jeans and the Julian standard fit. The jeans have been produced according to Svanen’s standards, which include a ban on allergenic or heavy-metal based dyes, using recycled cotton and polyester and requirements for water-purification at factory level. Velour founder Per Andersson says: “Our whole idea with the eco-label is to offer, encourage and help the client to make informed choices

The range will be available at NK Herrtrend Stockholm from Jan 31 and online at Velour.se from Feb 13.

For more info see velour.se