US' Klarna partners with Good On You for sustainable collections

The collections bring greater transparency about sustainable apparel to consumers, helping them to discover and make informed shopping decisions with actionable insights. The first set of collections are available to shop now in the US, Sweden and Germany until the end of April. New sets of sustainable collections will be launched throughout the rest of 2022 and will also extend to more regions.

Good On You brings together the most reliable sources of information on sustainability and presents it in clear and accessible ratings, empowering consumers to shop mindfully with confidence. Evaluating 500-plus data points, Good On You assesses the most critical social and environmental issues facing the fashion industry today to evaluate a brand’s impact on people, the planet, and animals—rating each brand on a five-point scale ranging from 'We Avoid' to 'Great'.

The first set of collections features 23 clothing brands, including Asket, Pangaia, Lucy & Yak, Mara Hoffman, Nudie Jeans and many more. All of the brands included in Klarna’s Sustainable Collections have received top scores from Good On You for their sustainability track records.

To inspire consumers across shopping verticals, the Klarna App curates a variety of shoppable collections which can be accessed from the homepage of the app. This includes Klarna’s sustainable collections, where users can now tap through to browse and shop the featured products, Klarna said in a press release.

The collections follow the launch of Klarna's carbon emissions tracker last year, an awareness-raising effort on carbon footprints based on consumer reach, to introduce CO2 data on a worldwide scale and provide shoppers with an average CO2 value for each purchase. This year, Klarna plans to expand the tracker to include CO2 emissions at the product level, enabling like-for-like comparisons on specific items. The Sustainable Collections represent a further step by Klarna to provide consumers with insights and shopping inspiration for environmentally and ethically friendly apparel, leveraging Klarna’s vast consumer reach to bring greater awareness to top-rated clothing brands.

“Our vision is to empower consumers to vote with their wallets to enact change. As a first step, we gave users insights into the environmental impact of their shopping with our CO2 tracker. Now, we are giving consumers powerful tools to act on this knowledge and inform their shopping choices. We are beyond excited to be teaming up with Good On You to curate ongoing sustainable collections in the Klarna app. As leaders in sustainability-driven insights, Good On You makes for an excellent addition to the Klarna app, helping our consumers discover ethically conscious brands and empowering them to make a real impact,” David Sandström, chief marketing officer at Klarna, said.

“The fashion industry urgently needs to make progress to address its impacts on people and the planet. At Good On You, we believe that shoppers have significant power to hold brands accountable, but with pervasive greenwashing, it can be challenging for consumers to see through all the sustainability spin. Klarna shares our vision for making insights about sustainable fashion more accessible to consumers so that they can make more informed purchasing decisions. Today's launch of the Sustainable Collections will help even more consumers around the world better understand the impacts of brands so that they can shop mindfully with confidence,” said Kathy Kearns, head of enterprise at Good On You.

Fibre2Fashion News Desk (RR)