Gina Tricot X Vividye

Made to be made again – Gina Tricot is continuing its sustainability journey, kicking off 2022 in a collaboration with the entrepreneurs from Gothenburg-based Vividye, which has developed a completely new production technology for circular textile printing. The new method makes it possible to remove old designs and print new ones on fabric, and to colour the same garment over and over again. Now, the first collection is being released, featuring a limited edition of T-shirts made from organic cotton and printed using this new method.

“Vividye has embarked on an exciting journey to develop technology that makes the world a little better. It’s been incredibly valuable to partner with Gina Tricot; the company has supported us from the very start. Our close, long-term cooperation has resulted in a collaborative collection that we can be very proud of,” says Johanna Nissén Karlsson, cofounder and CEO of Vividye.

Now the customer can become part of this trailblazing development by shopping these very first pieces, and thus support the work of innovation and a circular fashion industry. The technique, which is still under development, is currently used on a small scale. Vividye’s vision for the near future is to scale up and become the market leader in circular textile printing. Gina Tricot believes strongly in this concept, and now hopes that its target group will want to join the journey towards circular, more sustainable fashion.

“We’re very excited that Gina Tricot has this opportunity to collaborate with Vividye and become the world’s first company to launch a collection based on this new, circular production technology. Teaming up with innovators and researchers on the cutting edge of sustainability efforts is fundamental for us. Together, we’re finding the path to the fashion industry of tomorrow,” says Emma Garrote, Global Production & Sustainability Manager for Gina Tricot.

The collection will be released online at ginatricot.com on 20 January 2022.