GROHE and CPHFW partner to reduce plastic consumption

Based on a joint dedication to reduce plastic consumption, GROHE and Copenhagen Fashion Week (CPHFW) enter a two-year partnership, starting from the SS22 Fashion Week in August 2021.

GROHE and CPHFW have aligned on a joint dedication to reduce plastic consumption, resulting in a two-year partnership commencing with the SS22 edition.

Exploring both company’s parallel dedications to responsible action, GROHE’s production has been CO2-neutral worldwide since April 2020. Moreover, with projects such as the Less Plastic Initiative launched in 2018, the brand has also set itself the goal of eliminating plastic from its packaging. As a result, 32 million pieces of plastic packaging could already be saved by June 2021. In June 2019, CPHFW initiated a ban on single-use plastic bottles for all CPHFW events. In January 2020, CPHFW launched their Sustainability Action Plan and announced their ambitious goal to become a zero-waste fashion week in 2022. GROHE will be participating as a partner from the SS22 edition in August 2021 offering alternatives that do not rely on single-use plastics, with the two companies implementing steps towards their shared goals together.

Cecilie Thorsmark, CEO, CPHFW, says:
“Reducing resource consumption is integral to our strategy with the ultimate goal to become a zero-waste fashion week by 2022. With the support from partners like GROHE, we are able to make strides towards these goals with innovative and resourceful solutions.”

One of the goals set by CPHFW in the Sustainability Action Plan 2020-2022 is to partner and work with suppliers and partners that are pioneering with their product offering or who have established ambitious sustainability strategies. The two-year partnership with GROHE matches this ambition.

Mette Nielsen, Leader of Marketing Denmark, GROHE, says:
“We are extremely proud to be partnering up with CPHFW to increase awareness around the importance of a plastic-free world. Our shared values and goals make this partnership meaningful. We believe that together we can contribute to conversations about sustainability”.