CampaignMeet the Icons.

The pre-loved jeans by
Christian Skogsgårdh.

Christian Skogsgårdh.

CollaborationYaytrade x Wynd Visit Wynd

Caroline Jansson

Adam Solberg

PostedMay 4, 2021
Yaytrade x Wynd introduce: Meet the Icons - a campaign to encourage circular consumption where we will highlight and follow four iconic garments on a circular journey. In this chapter you’ll meet and be able to buy our third Icon – The Jeans, as represented by Christian Skogsgårdh.

The average Swedish consumer buys about 15 kg worth of clothes per year. Of this, at least 8 kg of textiles are wasted and only 3 kg are reused. If the average garment were to be used 3 times longer, its climate impact would be reduced by 65%. One important way to increase a garment’s lifespan is through circular consumption. Each time a garment is passed on to a new owner, its lifecycle is extended.

To encourage circular consumption Yaytrade has teamed up with the fashion and lifestyle platform Wynd on Meet the Icons – a campaign where, together with our Sustainable Rebels, we’re discussing and following 4 iconic garments on a circular journey. The Icons are timeless – worn and loved by generations, while always being relevant to current fashion. We’re talking about none other than The Shirt, The Blazer, The Jeans, and The Dress.

Check out these iconic garments styled by our Sustainable Rebels and shop their looks below. Let’s make pre-loved iconic.

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Meet the Icon: The Jeans. These icons are the perfect everyday essentials. Flared, skinny, loose, bootcut, or straight - You can never go wrong with a great pair of jeans. Also, did you know that it takes around 7000 liters of water to grow enough cotton to produce just one pair of new jeans? - Buy your next pair of iconic jeans pre-loved instead, at Yaytrade! 

We passed our pre-loved jeans on to Sustainable Rebel Christian Skogsgårdh (@christianskogsgardh). Watch and shop his style below.

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To watch the full circular runway with our Sustainable Rebels go to #yaytradeicons on Instagram. 

Now we are passing it on to you – shop a pair of pre-loved jeans below.

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The pre-loved blazer by

Hanna MW.

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