The operation of Aarrelabel, a clothing brand from Pirkkala, is strongly based on respecting the material and clothes produced. The operation is guided by Pohjalainen nuukuus, and nothing is thrown away. The Aarre Rescue collection concept utilizes the surplus knitting left over from the production of its sewing machine, which is used to create unique collection ensembles. In week 44, the Aarre Rescue x Kesko collection will be sold exclusively in K-Citymarkets.
Domestic women's clothing manufacturer Aarrelabel launches the Aarre Rescue x Kesko collection made from surplus knitwear, which will be sold in K-Citymarkets nationwide. By expanding its sales to hypermarkets, Aarre reaches a new target group, as more and more Finnish consumers buy their clothes when shopping for groceries*.
"Cooperation with Kesko and K-Citymarket is important to us. With the cooperation, consumers can get to know Aarrelabel's products even more easily. In our opinion, responsible clothing belongs to everyone and this is how we bring our Aarte closer to people", says Nina Alanko from Aarrelabel's marketing.
The wonderful capsule collection includes a timeless jumpsuit suitable for the festive season and two dresses with elegant cuts.
In addition to the Rescue collection, selected K-Citymarkets also sell Aarrelabel's night and bath products in autumn.
In addition, Aarrelabel has previously published the Aarre x Kesko pop-up collection in selected K-Citymarkets in the summer of 2023. Cooperation with Kesko regarding pop-up collections has started in the fall of 2022. Read here the article about the first Aarre x Kesko pop up.
In addition to cooperation with Kesko, Aarrelabel has changing Rescue collections for sale in its own store and online store, the design of which is strongly guided by surplus material. Aarrelabel's sewing factory in northern Portugal produces a total of approximately 553,000 garments for different clothing brands per year, as the factory also produces subcontracted products for other Finnish clothing brands in addition to its own brand. From time to time, Ompelimo's production does not use completely fine knitwear, because it is not always possible to optimize the amount of knitwear for changing productions.
Since Aarrelabel's philosophy is to not throw anything away, we wanted to come up with a new use for the surplus knitwear created during production. This gave rise to the Rescue collections, where the surplus is utilized by making new Aarre creations from them for sale. The collection's products are always available in a limited number, as surplus knit as a material sets a limited capacity for production.
"By making use of leftover knitwear from production, for example, in 2022 we saved a total of around 600 kg of fully usable surplus knitwear from our sewing factory. In this way, we prevent surplus knitting from getting into textile recycling and reduce the need to produce new knitting," says Alanko.
Aartee's latest Rescue AW23 collection includes deliciously colored dresses that can be styled either for work or for leisure. The collection's products are made of 100% organic cotton and clothes are available in a wide range of sizes XS-4XL. Aarrelabel's new Rescue products have their own neck tag and hangtag, so the consumer can easily identify Aartee made from surplus material.
Click here for the Rescue collection of Aartee's own online store.
Aarrelabel is a domestic feel-good clothing brand. Aarre brings people together by offering comfortable, time- and wear-resistant and responsibly made clothes for everyone. We design and manufacture each product with careful consideration, because our world doesn't need any more useless clothes. We fall in love with our clothes every day, we appreciate the people who make them and their materials. Our products are made at our sewing mill in northern Portugal and with partners located nearby. The sock products are made in Italy.
*Järvinen, O. 2019. When women get older, they change chain stores to hypermarkets – Prisma, Tokmanni and Citymarket are the most popular clothing stores.
Financial life 14 May 2019. Referred to on 31/10/2023. https://www.talouselama.fi/uutiset/te/74f15255-7936-42b7-8b7b-059baeecfb13?ref=ampparit%3A289f&
