Recover™ at Web Summit 2024

Our CEO, Anders Sjöblom, took to the stage at Web Summit 2024, one of the world’s biggest technology conferences. Joined by GANNI co-founder Nicolaj Reffstrup, and interviewed by Lucy Maguire, Senior Trends Editor at Vogue Business, Anders highlighted the exciting possibilities and important considerations for brands looking to adopt recycled materials like Recover™.

According to Anders, “there are a lot of things that brands need to consider, and reliability is one. We are one of the few players who can offer a large-scale capacity, and we have proven that our product is scalable. With our capacity we can be a partner for the big brands and make a significant environmental impact, while ensuring a consistent quality across our hubs.”

Here are some of the key takeaways from Anders:

1. Demand conversion is a key challenge: There has been a lot of interest and public commitments by brands, but the actual use of recycled materials remains extremely low – last year only 4% of cotton use was recycled compared to 96% virgin. To overcome this, we need to create great products and elevate the perception of recycled material, introduce more legislation, and increase both traceability and transparency.

2. Appealing to consumer’s emotions: Recover™ aims to make recycled materials more desirable by tapping into the emotional side of consumers. Since 90% of our decisions are based on emotions rather than logic – especially in the fashion industry - Recover™ is building an attractive ingredient brand to inspire customers to make sustainable choices.

3. Reliability is a key asset for brands: For brands looking to expand into sustainable materials, reliability in quality, capacity and sustainability is essential. Recover™ ensures consistent high-quality production, efficient material access for brands across our global production hubs, and clear traceability and transparency through data-backed claims and third-party certifications like GRS and ISO 9001.