When it comes to sustainable fashion, it can be hard to know where to start. To help, every month we focus on a brand that knows exactly what it means to be a responsible force for good in fashion today.

This month we’re getting to know Gestuz, a Scandinavian ready-to-wear label that just debuted its spring/summer 2024 collection at Copenhagen Fashion Week this season, full of timeless pieces we want to invest in for our forever wardrobe.

"It's no secret that I'm a huge vintage lover," Gestuz's creative director Sanne Sehested tells me after her show, held in the Danish capital. "My favourite thing is to go treasure hunting in vintage stores and spend hours looking for amazing pieces to mix in my wardrobe." With the interest in resale growing (a new study states that four in 10 UK consumers shopped secondhand last year, while a third are selling on the secondhand market), Sehested is not alone in this passion for all things vintage.

It was this love of vintage style that led Sehested to launch her own label, Gestuz back in 2008. Based in Copenhagen, the brand is deeply rooted in its Scandinavian heritage and classic aesthetic with a rock 'n' roll twist; all pieces are crafted using quality materials to ensure wardrobe longevity and keep a timeless approach to getting dressed. Her designs are perfectly balanced with a vintage feel that's wearable and never feels dated.

Sanne Sehested

Sustainable design runs central in its DNA, from protecting its workers and responsible materials, to ensuring an ethical supply chain. Currently, over 80 per cent of Gestuz's collections are made from certified and documented materials, constantly open to improvement. Also, the brand has excitingly launched its very own resale platform to encourage a longer lifespan of its products and collections, promoting circular fashion and making the brand operate in a much greener way from start to finish.

Here, we talk to Sehested about her love for vintage treasures, her big dreams for Gestuz and the smallest change a consumer can make with the right impact.

Guests outside the Gestuz show during Copenhagen Fashion Week

What makes a truly sustainable brand?

"I don’t think such a thing is able to exist in the fashion industry. A lot of brands have changed their mindset over the years to focus on more sustainable ways to run their business and I hope we will only improve over time. Nowadays, we should all have high demands on the materials we use, as well as the entire value chain, the working environment and the impact our brands have on the world. This all forces us to continuously rethink and evaluate the way we do things in the best possible way, so it's tricky to be a completely sustainable brand."

What do you think needs to change in the fashion industry?

"There needs to be even more focus on the quality of the materials used to produce clothing, so the styles have a long lifespan and can be worn for many seasons. I believe we will see even more resale functions helping people sell clothes they no longer use, to allow someone else to wear and love them. Last year, we introduced our own Gestuz reselling platform called Gestuz Pre.Loved (currently only available in Denmark), which allows our customers to buy and sell their preloved Gestuz styles."

"Also, I think we are still far away from an ideal portrayal of body diversity when it comes to fashion, which needs to change. It has become more of a focus in Scandinavia – we see it more during Copenhagen Fashion Week than compared to some of the other fashion cities. However, the industry as a whole has a way to go before body inclusivity becomes the norm, rather than the exceptional case."

What do you want to achieve personally with your brand, in terms of sustainability?

"It's no secret that I am a huge vintage lover. My favourite thing to do is go treasure hunting in vintage stores and spend hours looking for amazing pieces to mix in my wardrobe. It's definitely a dream of mine for Gestuz pieces to live for decades and be passed on to new generations. This of course sets requirements for the quality, so we always work hard to ensure longevity in our pieces."

Do you think our attitudes to fashion have changed since you started your brand?

"The focus has changed since I founded Gestuz back in 2008. Back then, there was less of a focus on responsibility and what role our brands should play in the world. I hope that there is an increasing interest in quality for designers, and with some consumers, a bigger focus on materials, product care and the willingness to pay more for good quality than cheap high-street."

What advice would you give to those wanting to make their business sustainable?

"Make it part of your business model from the start – it's much harder to change your business model than starting out with a responsible way of working in all areas. And make it a priority as it will only become more of a focus in the coming years, so try not to compromise and believe in your product and brand."

What are the most common inaccurate “facts” about sustainability you see pushed out?

"The topic itself is very complex and there is not an easy answer. I think there still needs to be a lot more transparency and upfront information for shoppers to obtain, in order to better feel informed and create an opinion about a topic as complex as this."

Leather jacket

Printed dress

Suit trousers

Denim dress

What’s the smallest change a consumer could make to become more eco-conscious?

"Buy clothes in good quality that can last longer and don’t be afraid to invest in good pieces. Think quality over quantity and try to eat meat-free a few times a week."

Where do you turn to when you feel confused about sustainability and need more detail?

"I am fortunate to have access to a lot of great knowledge from our social responsibility department. So if in doubt, I check in with them or try to get the latest information to be kept up to date."