In 2022, the fashion division of EK, EK FASHION, launched the GreenChange concept. A shop-in-shop concept that literally gives shops a podium for sustainable brands. It is a striking module of 25m2 made of recyclable materials. A number of these pop-up stores have already opened in Germany. The first shop in Austria will be opened this month in the fashion house Kutsam in St. Valentin.
Sustainable brands
Sustainable brands can be found in the pop-up store such as Greenbomb, Alma&Lovis and Feuervogl. The brands LANA and “Eve in Paradise” are new this year. The hardware and lifestyle brand Io Nova have also been added to the collection.
Recyclable clothes hangers
The foundation of the GreenChange pop-up module is made of cardboard. No new plastic is used for the clothes hangers, being replaced by grass hangers. These are made from regional grass fibres and recycled plastic, largely reclaimed from old clothes hangers. The metal parts can also be recycled separately. When the module is no longer needed, it can be sent back through the normal paper recycling cycle