Based in: Sweden

Founded in: Sweden

Founded by: Emma Nilsson & Ida Malmén

Shop at/ship to: Private Facebook Group in Sweden / Community

Price range: low to high

Why we love them: Labels we love is a fun and inspiring place to find cool and unique pieces to add to your wardrobe. If you’re into high fashion Scandi brands, this is the place to shop at.

“Labels we love was founded with the purpose of creating a safe space for individuals to buy and sell quality clothes rather than to contribute to sustainable consumption, although that is of course a natural outcome and a big bonus.”

What is Labels We Love and when did you launch?

Founders Emma Nilsson and Ida Malmén who met online in 2014 initially started a Facebook group for selling and buying high quality childrens clothes. After a few months, the need for a similar group where they could sell women’s clothing was the natural next step. Labels we love was born. Now the group consists of 43.000+ members, most of them between 20-60 years old. Over the years the number of administrations has grown and we are now 7, plus 5 group moderators. Since 2019 Labels we love also is an economic association (a co-operative type of business) with the purpose of expanding what we offer our members in terms of the brand Labels we love.

What is the main idea behind the concept?

Labels we love was founded with the purpose of creating a safe space for individuals to buy and sell quality clothes rather than to contribute to sustainable consumption, although that is of course a natural outcome and a big bonus. One of the things that makes Labels we love unique is the distinctive style of the group. We have a list of approved brands, mostly Scandinavian such as Acne, Rodebjer and Ganni. We tried to choose brands with care, those that have a style that we and our members appreciate, but there are also ethical aspects. For example we don't allow any garments with fur, even used. We do not want to be a part of that industry. Another thing that stands out are the group rules which are both strict and comprehensive. We put in a lot of work to maintain a high adherence to them, to avoid conflicts and dissatisfied members. Since most garments are priced on the high-end side, secure transactions are also vital.

What has been the largest gain up until now?

The strong community, both within the group and in the day-to-day contact between us admins and moderators, is what motivates us.

What has been the biggest challenge so far?

When Labels we love only had a few hundred members, it was easier to administer the group ad-hoc without referring to any group rules. Nowadays a well functioning group requires that new members learn the group rules at the same time they join the group. Otherwise, and this is a problem we have seen many times, one member making a small mistake will often have a knock-on effect and the result is lots of extra work for us.

What do you think needs to change in the fashion industry in order to make it more sustainable?

It all has to slow down. We do not need new collections several times a month, we need the trends to slow down and we need to use our clothes more. Also, support ongoing sustainable initiatives in the industry. Create clothes specifically for renting service, capsule wardrobe users and slow fashion advocates.

Tell us about your shopping habits. Do you consume mostly pre-loved clothes, renting or buying newly produced garments?

We all have different shopping habits but it's safe to say that all members of the LWL team are experienced buyers and sellers of pre-loved clothes and we try to look over our consumer behaviour by buying less fast fashion. Some of us also use renting services.

“We do not need new collections several times a month, we need the trends to slow down and we need to use our clothes more.”

“We live in an era of transparency where customers have an increasingly better chance (and drive) to learn more about who they buy from.”

What is “greenwashing” according to YOU and what in your opinion, can producers and consumers do to avoid it?

When companies try to make their business sound sustainable without actually making it sustainable, only to try and make more money of people who actually care about the environment. We live in an era of transparency where customers have an increasingly better chance (and drive) to learn more about who they buy from. That will hopefully lead to less greenwashing and more true sustainable solutions. But being sustainable is rarely a black and white issue, there are many grey areas where brands and producers can hide. The only thing we as consumers can do is to stay informed and not over-consume.

What are your top 3 tips to fashion consumers out there who seek to create a sustainable closet and lifestyle?

Buy less fast fashion. Use what you already have. If you buy, try to find it second hand first.

Any fun future plans for Labels We Love that you would like to share?

We are constantly exploring new ways to create opportunities for our members to live more sustainably linked to clothing consumption.

INTERVIEW #24 LABELS WE LOVE

INTERVIEW #25 GWEN ET GLORIA VINTAGE

INTERVIEW #23 BOUTIQUE LAILA SECOND HAND