Left to right: Jane Shepherdson, Chair of My Wardrobe HQ; Co-host Lisa Snowdon; Jorn Werdelin, Co-founder of Linde Werdelin; Co-host Stephen Webster. Image: Dave Benett.
The ”make-use-dispose” model so many businesses have relied on in the past is no longer viable. Moving towards a circular economy, keeping materials and products in use for as long as possible, is one of the antidotes. This category, Circular Economy Pioneer of the Year, celebrates a luxury brand that has taken a unique approach to the circular economy model. Linde Werdelin, who just received the Butterfly Mark last month, was this year’s winner.
Watchmaker Linde Werdelin was one of the first in their industry to launch an in-house, pre-owned platform in 2016. They customise new and existing watches, encouraging customers to keep wearing what they already own and avoid new purchases. When they do manufacture from scratch, they do so with recyclable and reusable materials.
“We have long been considering the ways in which we can further our efforts towards a sustainable business model and way of working” said the Linde Werdelin team about applying for the Butterfly Mark. “While we have made progress in various areas, we know we can continue to go further and having a framework to think about our decision-making process brings us closer to our goals. Positive Luxury and the Butterfly Mark stood out to us as a well-known certification with a membership comprised of luxury industry leaders, who we could both learn from as well as share our own knowledge and experience with.” While applying for the Butterfly Mark the brand learned more about conscientious corporate behaviour.
On winning the Circular Economy Pioneer of the Year Award: “We were thrilled to be nominated and then win Circular Economy Pioneer of the Year Award, from among an esteemed group of nominees.” they said. “This recognition validates our efforts and also inspires us to continue going down the path which we feel will provide our children and our planet with a better future, in all the ways we can.”
Following their win, the brand continues to put sustainability and positive actions at the core of its business; they are working on new materials that will be fully recyclable but also expanding the brand in the lifestyle space where sustainability will be the heart of the offering.
Jane Shepherdson, Chair of My Wardrobe HQ, presented Jorn Werdelin from Linde Werdelin with the award.
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Written by - Tara MacInnis