Freshlabels Sustainable Store
The Czech concept store Freshlabels has opened its newest and largest store in the popular Prague district of Letná at the address where a winter pop-up took place at the end of 2019. The fifth brick-and-mortar store of Freshlabels exclusively offers sustainable brands and products that are environmentally friendly and have received the so-called Sustainable Tag from Freshlabels. Sustainability goes hand in hand with the store's design, which was created by architect Lenka Míková, who also designed the Berlin Freshlabels Store. In addition to the store, a smaller hub is being established in the Letná building, where Freshlabels is moving its offices.
"We have long wanted to open a store that features only sustainable brands. It is another milestone in our long-term effort to promote sustainability and responsibility in the fashion industry. Now, more than ever, it is important to think about what we buy and to prefer products that are timeless, high quality, and as environmentally friendly as possible,” explains Jan Bouška, one of the two founders of Freshlabels. In the Sustainable Store on Milady Horákové Street, everything from clothing, shoes, and underwear to cosmetics, accessories, and backpacks from 30 brands that have met Freshlabels' comprehensive sustainability criteria is available. These brands include Patagonia, Veja, Armedangels, Fjällräven, Freitag, Hydroflask, Houdini, Mud Jeans, pinqponq, or Millican.
The new branch only features brands that have passed Freshlabels' selection and obtained the Sustainable Tag. “We created our own evaluation system that takes various aspects of sustainability into account to offer only truly sustainable products and not those that are just superficially sustainable,” says Jakub Veselský, the second founder of Freshlabels. This means that brands and products must not only meet Freshlabels' expectations for unique design, high quality, and fair pricing but also address the impact of their production on the environment and the workers involved. The tag is awarded based on answers to a sustainability questionnaire that was prepared by Freshlabels over several months and sent to all "their" brands. It evaluates a total of 7 criteria: material, production, supply chain knowledge, production radius, corporate social responsibility, and acquired certifications. To receive the Sustainable Tag, a product must meet at least 4 out of 7 possible points. “Our goal is to provide the most transparent information possible. That’s why we now have all the details about the sustainability of individual brands displayed alongside the products on the e-shop, and anyone can find out how each brand stands with just a few clicks,” explains Barbora Geršlová, head buyer and sustainability guarantor at Freshlabels.
Sustainability is also reflected in the store's interior, which, with an area of 200 square meters, has become the largest Freshlabels branch in Prague. Architect Lenka Míková, who is also behind the design of the Berlin branch, worked with materials such as recycled Tetra Pak and combined modern sustainable materials with an original "90s" interior. The goal was to minimize demolition and removal, and instead, through a new context, shift the original space and overall impression into a new, contemporary position. The store's furnishings are designed to be easily adjustable in the future without drastic construction interventions and unnecessary waste, or potentially reused in another space. In addition to the store, a smaller hub is being created in the Letná building, where Freshlabels is moving its offices.
"We have long wanted to open a store that features only sustainable brands. It is another milestone in our long-term effort to promote sustainability and responsibility in the fashion industry. Now, more than ever, it is important to think about what we buy and to prefer products that are timeless, high quality, and as environmentally friendly as possible,” explains Jan Bouška, one of the two founders of Freshlabels. In the Sustainable Store on Milady Horákové Street, everything from clothing, shoes, and underwear to cosmetics, accessories, and backpacks from 30 brands that have met Freshlabels' comprehensive sustainability criteria is available. These brands include Patagonia, Veja, Armedangels, Fjällräven, Freitag, Hydroflask, Houdini, Mud Jeans, pinqponq, or Millican.
The new branch only features brands that have passed Freshlabels' selection and obtained the Sustainable Tag. “We created our own evaluation system that takes various aspects of sustainability into account to offer only truly sustainable products and not those that are just superficially sustainable,” says Jakub Veselský, the second founder of Freshlabels. This means that brands and products must not only meet Freshlabels' expectations for unique design, high quality, and fair pricing but also address the impact of their production on the environment and the workers involved. The tag is awarded based on answers to a sustainability questionnaire that was prepared by Freshlabels over several months and sent to all "their" brands. It evaluates a total of 7 criteria: material, production, supply chain knowledge, production radius, corporate social responsibility, and acquired certifications. To receive the Sustainable Tag, a product must meet at least 4 out of 7 possible points. “Our goal is to provide the most transparent information possible. That’s why we now have all the details about the sustainability of individual brands displayed alongside the products on the e-shop, and anyone can find out how each brand stands with just a few clicks,” explains Barbora Geršlová, head buyer and sustainability guarantor at Freshlabels.
Sustainability is also reflected in the store's interior, which, with an area of 200 square meters, has become the largest Freshlabels branch in Prague. Architect Lenka Míková, who is also behind the design of the Berlin branch, worked with materials such as recycled Tetra Pak and combined modern sustainable materials with an original "90s" interior. The goal was to minimize demolition and removal, and instead, through a new context, shift the original space and overall impression into a new, contemporary position. The store's furnishings are designed to be easily adjustable in the future without drastic construction interventions and unnecessary waste, or potentially reused in another space. In addition to the store, a smaller hub is being created in the Letná building, where Freshlabels is moving its offices.
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