Tip: Movesgood will be present during the Days of Trade – Interior & Design organized by Trade Partners Sweden in Malmö on 12-13 September 2022 – read more about it here.
Tell us about Movesgood, how did it all start?
From the beginning, founders Pia and Robert wanted to create a brand with a very strong ethical platform and a drive to really make an impact. This led to the creation of the Movesgood name, which at its heart has a desire to promote the benefits of all kinds of good movements – big and small. Since Movesgood was launched, we have supported and collaborated with organizations that work in several areas with everything from children’s rights to diabetes and of course environmental issues.
Taking advantage of the many positive properties of bamboo and developing our production model that is as climate neutral as possible, has enabled us to build a company that puts sustainability and the environment in the centre – our Lean Production model. Since 2015, and every day since, Movesgood has been deeply committed to bringing change and awareness to the social and environmental issues within the fashion industry. We see ourselves as an important part of a new generation of truly sustainable fashion retailers.
What type of products do you sell and which market do you target?
Movesgood wants to offer everything needed as a base in a wardrobe! Modern basics that last season after season. We see our garments as multifunctional and suitable for everyday use, training, loungewear, sleepwear and more – why limit yourself? Our collections are aimed at women and men, as well as a smaller, but highly appreciated, collection for the home. We also offer bed linen in 100% bamboo-lyocell, which is an incredible bestseller and it broadens our assortment quite a bit. Bamboo-lyocell is the basis of all our garments and for variety, we also work with the natural materials linen and recycled cashmere, then mixed with lyocell-processed bamboo.
We currently work with three sales channels. Our own stores that we have started mainly at airports, our own webshop and wholesale. The stores we have today are located in Arlanda (temporarily closed for remodelling), Kastrup, Oslo, and soon we will also open in Munich and Frankfurt. Today, we mainly have dealers in Sweden and Finland, but Iceland, Denmark and the USA are also markets we are looking at starting to work wholesale in shortly.
What do you think is the most important thing to stand out in the interior design and design market today? And how have you adapted to it?
We wish to stand out with our “lean production process” which we are proud of. It is our method of working with bamboo, our lyocell process and weaving technology that gives us our unique qualities and it is probably tactile – everyone immediately feels that this is unusually soft and comfortable when feeling the fabrics! A challenge for us is that it is not visible from a distance and our models are simple, such as t-shirts and basic tops. But by the time the customer has tried on the garments, most are sold. Of course, we try to keep up so our garments are current, but most of our collection is constant. We believe in doing our thing well and I wouldn’t say we’ve adapted too much to trends. We have a season-based selection with knitted garments in the winter and linen garments in the summer, but the color scale is the same – neutral almost all year round.
The issue of sustainability is high on the agenda, how is it in your industry and how do you work with sustainability?
Movesgood was founded to be a sustainable alternative in fashion. We know that we are truly sustainable and that our lean production process is actually unique. We have applied for a patent on our lean production model to make it clear that we produce climate neutrality. A challenge today is that the expressions “hållbart” (in Swedish) and “sustainable” has, unfortunately, become a bit watered down. It’s a challenge to cut through the noise of everyone offering “sustainable clothing”.
In addition to using only bamboo and natural materials in our garments and producing with a lyocell process, we are also careful about cutting to size so that we use as much as possible of each roll of fabric. We continuously work to replant bamboo at the rate it is used. The bamboo plant is fully grown after two years and is best harvested then to grow again. In this way, it cleans the air the most while the plant is growing.
If you were to look into the future, what do you think the development looks like going forward for the interior design industry?
We strongly believe that bamboo, even in interior design, will be a way for us to continue to build and consume sustainably in the future. Our own stores are built in bamboo plywood and the founders of Movesgood are actually currently building a house entirely in bamboo! Bamboo plywood is also fantastically attractive, not just a more climate-smart option. We all know today that we need to consume less and recycling should be a very strong trend.
Which interior detail can’t you live without?
Our bedding in 100% bamboo! Once you’ve slept in these, you’ll never want to sleep with anything else again – it’s absolutely magical!