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2020-04-21
Intervju med Anna Wennhall, grundare av Read the Label
Vi älskar att inspireras av unga entreprenörer och uppmärksamma nya varumärken som jobbar för en bättre värld. Jakten på världens bästa sängkläder blev starten för Anna Wennhalls sängklädesföretag Read the Label. Företagets vision är att erbjuda marknadens mest hållbara och etiska sängkläder – sängkläder i långfibrig ekologisk och Fairtrade-certifierad bomull. Deras löfte är att alltid erbjuda 100 % transparens där konsumenten kan följa sängklädernas resa – från frö till lakan. Vi har pratat med Anna om idén till företaget, utmaningar och hur vi som konsumenter kan tänka mer hållbart när vi handlar.
Hur föddes idén till Read the Label?
– När jag startade Read The Label var jag på jakt efter världens bästa sängkläder. Jag gjorde research i över 1,5 år och dammsög marknaden för att hitta rätt producent och produkt. Jag letade efter den finaste ekologiska långfibriga bomullen som hade en perfekt trådtäthet på 300 TC. Men en kväll när jag fortfarande jobbade som PR-konsult hamnade jag på en hemsida som förändrade allt. Jag läste att 270 000 indiska bomullsbönder hade begått självmord under en 15 års period, en siffra som är omöjlig att ta till sig.
– Många av Indiens bomullsodlare lever under extremt knappa förhållanden och låga löner i kombination med dåliga skördar gör att dessa småodlare hamnar i ekonomisk kris och slutligen väljer att ta sitt liv. Dessutom är 55 procent av Indiens bekämpningsmedel kopplat till bomullsindustrin – trots att endast 5 procent av jordbruksmarken används till att odla bomull. De farliga kemikalierna som plantorna besprutas med, letar sig ner i marken och förgiftar grundvattnet och odlingsmark. Bekämpningsmedlet är också så pass giftigt att det kan leda till cancer, hudsjukdomar och i värsta fall döden för bönderna.
– Jag bestämde mig för att göra det lilla jag kunde för att skapa och driva en positiv förändring i textilindustrin. Det blev startskottet för Read The Label som erbjuder exklusiva sängkläder i Fairtrade och 100% ekologisk (GOTS) bomull. Vi erbjuder även full transparens och konsumenterna kan följa sängklädernas resa – från bomullsfrö till lakan.
Berätta om produktionen
– Vi har skapat samarbeten baserade på respekt och transparens med våra partners i Indien. Vår kontaktperson Rajat är en fantastisk man och driver tredje generationens familjeföretag och gör verkligen allt för sina anställda. Företag, tillsammans med deras underleverantörer, skapar våra sängkläder och samtliga producenter är certifierade enligt Fairtrade och GOTS.
– Fairtrade är den enda certifieringen med uttalat mål att motverka fattigdom och stärka människors inflytande och handlingskraft. Exempelvis byggs rena dricksvattenkällor, man investerar i hälsovård, jordbruk, utbildning och mycket mer. GOTS-certifieringen är ”guldstandarden” inom ekologisk bomull, här man tagit ett helhetsansvar och ser till både miljön och människorna i produktionskedjan. Vid produktionen används inga skadliga kemikalier/bekämpningsmedel eller GMO-frön.
Vart ser du Read the Label om fem år?
– Jag önskar att Read The Label finns i flera länder, att vi har utvecklat sortimentet och även uttökat med flera kategorier. Jag hoppas att Read The Label även varit med och bidragit till en större medvetenhet bland konsumenter och företag – att man verkligen förstår vikten av hållbar och etisk produktion.
Viktigast av allt är att vi fortsätter att göra skillnad för våra arbetare och böner nere i Indien. När jag var nere i Indien i julas fick jag en uppenbarelse igen ”Just det, det är just därför jag arbetar med detta”.
Vilka är dina bästa tips för en lyxig bäddning?
– Nytvättade, manglade och krispiga lakan! Se även över om du behöver uppdatera täcke och kuddar, vilket kan skapa till en ännu härligare och fluffigare känsla. När det kommer till sängkläderna, välj percale om du vill åt en krispig känsla, medan satin ger ett mjukt och följsamt tyg. Sedan finns det varianter däremellan, exempelvis är våra sängkläder i satin men har en fin balans mellan både krispighet och mjukhet.
Jag kan även avslöja för alla er som älskar ”hotellkänslan” att många hotell använder relativt billiga kvalitéer, ofta en blandning av polyester – som inte andas – och bomull i låg trådtäthet. Så du kommer långt på manglade och nytvättade lakan!
Vad betyder hållbarhet för er som företag?
– För oss handlar hållbarhet om miljömässigt och etiskt ansvar, men även om vikten av att erbjuda 100 procent transparens. Du som konsument ska alltid vara säker på att sängkläderna producerats med respekt och omtanke för dig, våra konsumenter och miljön. På hemsidan kan du följa sängklädernas resa – från bomullsfrö till lakan. Men hållbarhet är en resa, man måste ständigt stanna upp och utvärdera företaget för att se hur vi kan utvecklas och bli ännu mer hållbara.
Vad är något du önskar att konsumenter visste om hållbara sängkläder/produkter?
– Att vi konsumenter tror att all ”ekologisk bomull” är densamma. Detta stämmer inte och det finns en uppsjö av certifieringar ute i handeln som kan vägleda oss. Exempelvis är det många som känner till OEKO-TEX, men detta är ingen ekologisk certifiering. De tillåter GMO-frön samt syntetiska och skadliga kemikalier som kan följa med till slutprodukten.
Istället vill jag uppmana konsumenter att leta efter Fairtrade och GOTS-logotypen, här har man tagit ett helhetsansvar i produktionskedjan. Sängkläderna är fria från skadliga kemikalier och GMO-frön och arbetarna får rättvist betalt, har säkra arbetsförhållanden etc.
Hur kan vi som konsumenter tänka mer hållbart när vi konsumerar?
– Handla etiskt och hållbart producerade varor, leta efter certifieringar i handeln. Om du är osäker kan du alltid fråga; vem har tillverkat produkten, var har tillverkningen ägt rum och hur har tillverkningen gått till? Välj produkter med hög kvalitet som håller längre, handla secondhand och försök undvik att impulshandla.
Det mest utmanande med att driva ett hållbart företag?
– Det blir dyrare och mer utmanande. Exempelvis lägger vi pengar på att certifiera produkterna, letar ständigt efter de bästa hållbara alternativen etc. Detta kan vara en svårighet när man har en begränsad budget i uppstartsfas.
Sedan ligger den stora utmaningen i att försöka driva en positiv förändring i den historiskt smutsiga textilindustrin. Att dagligen fråga sig; hur kan vi bidra till en ökad medvetenhet bland konsumenter och inspirera andra företag att välja samma väg?
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