#5 Angeline Elfström, Johannes Bogren (Södra): OnceMore® - Reimagining Textile Waste as a NextGen Material

In this episode, Tomas Vucurevic sits down with Angeline Elfström and Johannes Bogren from Södra to discuss their innovative approach to sustainability through their OnceMore® brand, an innovative enabler of a circular textile system without loose ends. From navigating complex legislation to scaling up production capacity, they delve into the challenges and opportunities in creating a more sustainable textile industry. With successful collaborations with brand partners such as Jack and Jones, Bestseller, Filipa K, Vila, and Lindex, they have proven that the world of fashion is ready for NextGen fashion solutions. Tune in to discover how Ingredient Branding is driving change in their journey. --- Subscribe, like, and share HeroInside and help others get more value for their innovation. After listening, share your opinion, thoughts, and questions ⁠on LinkedIn⁠. --- THEMES AND TIMESTAMPS 00:30 Introduction of the guests 03:38 Södra's focus on sustainability and connection to Swedish Forest Association 06:52 Impact of OnceMore® as an Ingredient Brand in promoting the circular economy 09:43 Jack and Jones collaboration, 2 years of the Ingredient Branding journey 12:09 How the brand impacts the team, employees, the culture 13:34 Communicating with brands as a pulp producer 15:21 What is OnceMore’s Return-Revive-Reduce process 18:23 Collaborating with brands, mills, hotels, and other partners 21:29 Reflections on partnerships, plans for the future, differences between the US and EU market stance on sustainability 24:05 How legislation is affecting the textile and fashion industry, 27:30 Concerns about legislation creating barriers for new and small brands 28:57 Scaling NextGen materials, scaling production capacity, OnceMore's approach to providing a drop-in solution 33:05 OnceMore’s biggest challenge in Ingredient Branding 36:47 Recommendation for future guest Enjoy and subscribe to this channel and keep up with the new episodes! ----- KEEP FOLLOWING THE JOURNEY OF THE GUESTS OnceMore® website⁠⁠ OnceMore® on LinkedIn Angeline Elfström on LinkedIn⁠ Johannes Bogren on LinkedIn --- SUBSCRIBE ELSEWHERE ⁠⁠⁠⁠YouTube⁠⁠⁠⁠ ⁠⁠⁠Google Podcasts⁠⁠⁠ ⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠ ⁠⁠⁠⁠Castbox⁠⁠⁠⁠ --- QUESTIONS, COLLABORATIONS, AND SPONSORSHIPS If you have any questions or ideas, please reach out through ⁠⁠[email protected]⁠⁠. We are also open to collaborations and sponsorships. If you wish to be featured at HeroInside, reach out through ⁠⁠[email protected]⁠⁠ and we'll get back to you as soon as possible. --- ⁠⁠⁠BRAIND website⁠⁠⁠⁠ ⁠⁠⁠⁠The BRAINDERY⁠⁠⁠⁠ The BRAINDERY is the education and community platform of BRAIND®. It is a space for collaborative learning providing tools to the Ingredient Branding community such as the first Ingredient Branding MasterClass and the HeroInside podcast. --- ABOUT THE HOST Tomas Vucurevic is the Founder and Managing Director of BRAIND® and one of the leading global experts in Ingredient Branding. Tomas has over 40,000 hours of experience as a global Ingredient Branding expert. Half of his career was as Global Brand Manager for Gore-Tex. The other half was as the Founder and Managing Director of BRAIND, a brand strategy consultancy focused exclusively on Ingredient Branding. He has guided more than 70 projects helping companies to get more value out of their innovations by transforming from the ZERO position as a supplier into the HERO position as an Ingredient Brand that consumers seek. ⁠⁠Follow Tomas on LinkedIn⁠