Fairforce Lists

Leaders in the Sustainable Clothing Industry, Scandinavian Countries

Our student ambassadors have carefully curated lists of professionals who have made a significant impact on sustainability in their industry.

From Finnish CEOs to entrepreneurs from Sri Lanka, the professionals hand-picked on this list come from a variety of professions and countries.

We continue adding people on the lists that deserve to be noticed for the good they have done for nature.

Please give feedback and suggest more names on the lists. We want more people who are utilizing their business skills for nature!

Leaders in the Sustainable Clothing Industry, Scandinavian Countries

The criteria used for selecting these people are:

  • They come from Scandinavian countries;
  • They work in the sustainable clothing industry;
  • They stand out for sustainability and aim at making this industry respectful towards the environment.

Maria Glæsel

Copenhagen, Hovedstaden, Denmark

CEO from 2011 of Aiayu

Aiayu was founded on the principle that true beauty is a reflection of the integrity of an object’s creation. 

Aiayu’s journey began in Bolivia, where Maria was inspired to begin a company which would sustain and respect nature, its materials, and the craftspeople who have been the caretakers of these materials and ecosystems for generations. 

She studied at the Copenhagen Business School, a Master in Finance.

She decided to direct her business for 15 years towards sustainability and waste reduction, using raw materials that do not harm nature and favoring less fortunate populations.

Mads Fibiger Rasmussen

Copenhagen, Capital Region, Denmark

CEO from 2015 of Organics Basics 

With their founder this company has decided to become carbon neutral and to produce in the only way they think is right: sustainable.

Organic Basics is a sustainable brand that makes everyday essentials in organic cotton and recycled materials. We create the environmentally friendly alternative in the second most polluting industry in the world – the fashion industry.

Previously he worked for the Copenhagen Business School as a quality board member of accounting strategy and control. He also studied in the school.

Mads has a bachelor of Business Administration from the Aarhus Universitet.

Forbes under 30 mentioned him in 2019 and in 2017 he had a TED Talks about sustainable fashion. 

Mayra Navarrete

Brøndby, Capital Region, Denmark

CEO from 2018 of Imarit

Imarit was born to create fashion that is both inspired and shaped consciously through the Danish design with the mission of empowering Andean craftsmanship.

The idea of the brand is to create sustainable garments using alpaca wool and promoting the work of Andean craftswomen, thus fighting poverty in those areas and improving the infrastructure. They also want to inform people about the possibility of sustainable brands.

She studied at the Universidad Centroamericana Jose Simeon Canas. She also owned a Commercial photography studio in Copenhagen. 

Lars Riis

Thisted, Central Jutland, Denmark

CEO from 2015 of Elsk

Quality, sustainability and pride are the three principles that Elsk strives to follow when creating its collections. That’s why Elsk only sells just 200 pieces of each design.

The clothes are made of organic Fairtrade cotton and other sustainable materials and Elsk only uses sustainable dye techniques.

Before being the CEO of Elsk he taught at the UCN. He also worked for six years for TJX Europe as buying manager. From 2008 and 2009 he was chief buyer for Salling in Dermark.

He studied at Aarhus Business College Economic, Leadership, Organization & Marketing.

Anne Rosenberg

Copenhagen, Hovedstaden, Denmark

CEO from 2008 of Rosenberg Cph

Products made entirely from organic cotton and 100% Peruvian wool. All without any use of plastics.

1999-2002 she worked as editorial project manager for Scandinavia Online, after that for four years she was designer and co-owner of Kragh Rosenberg and in 2008 she started with the actual business. 

She has a master degree in History of religion.

Ann Wiberg

Copenhagen, Denmark

CEO and founder of Trash Couture 

Ann Wiberg graduated as designer at Ecole de Fashion Forum in Paris, then she finished her studies at the Danish Academy.

At the age of 26 she launched her first ready to wear collection under her own name and opened up her first flagship store.

The brand Trash Couture, by Ann Wiberg, was established in 2002 and was one of the first sustainable collections in the industry. The renowned designer’s collection was made with stunning antique fabrics, laces, beads and unique embroideries, which thereby get a second life, minimizing the waste of material. All is hand-sewn within the company’s own couture.

Mads Mørup


Mads Mørup founded the menswear brand KnowledgeCotton Apparel in 2008, following the lead of his father, Jørgen Mørup, who started the business opening a small textile company in the Danish city Herning, back in 1969.

Sustainability in fashion has been their main principle since the beginning. All KnowledgeCotton Apparel clothing is made of organic cotton and the company creates recycled PET polyester using plastic bottles. Their goal for 2020 is to recycle more than 4.5 million plastic bottles and to save the world for more than 800.000 Liters of chemicals and pesticides using organic cotton.

For Mads sustainability is that “invaluable asset” that sets them apart from competitors.

Filippa Knutsson


Filippa Knutsson is the cofounder (together with her husband Patrik Kihlborg) of the well-known brand Filippa K. Founded in 1993, the company has always followed the sense of elegance and soft minimalism that is long-lasting.

“By focusing on creating simple, well designed, well constructed styles that fill a real need we can contribute to spreading a calm perspective of consumption, encouraging the mindful behaviour that is needed in this environmentally threatened world.” Filippa’s words.

Filippa K has grown internationally, sharing the mission to approach fashion from a global perspective of mindful consumption by creating garments that are timeless in their quality and style, and luxurious in their simplicity.

Maja Brix

Copenhagen, Denmark

Founder of Brix

Educated at Central Saint Martins College of Art and Design in Fashion womenswear, Maja Brix spent eight years as head designer for Henrik Vibskov Femme, before launching her own label in 2016. 

Sustainability plays a significant role at Brix’s company – not only are all of her products created from environmentally-friendly materials, but every aspect of her company is also structured around the sustainable model. She designs clothes for both men and women, and is mostly known for her organic cotton shirts and suits.

Veronica D’Souza

Copenhagen, Denmark 

Veronica is an Danish entrepreneur, sustainability strategist and inspirational speaker. She is an advisor for companies and social entrepreneurs with the special focus of developing sustainable business models.

From 2016, she’s CEO and founder of Carcel, an innovative fashion brand that aims to promote sustainability in fashion, while also helping imprisoned women. Each one of Carcel’s clothes consist of 100% natural material and are made by women in Cusco’s prison in Peru. In that way, not only does the company support sustainability in fashion, but it also gives women in prison new skills and wages in order to have a better life after their sentence ends. 

“We need to design products, and brands, that can inspire and tell stories that make people more engaged and desired. We can’t be judgemental, negative and neglecting. Instead we should create new opportunities and show the way to change”.

Jorgen Jorgensen

Oslo, Norway

Is a fourth-generation family business member and CEO of Norrona.

Norrona was established on the 29th April in 1929, and creates the world’s greatest products as clean as possible for people with an active lifestyle. 

Jorgen’s great-grandfather brought the first core element to Norrona, which was producing the best quality outdoor products, his father brought the second: producing the best functional products, and Jørgen has brought the third and fourth element: the best designed and sustainable

Maria Erixon

Gothenburg, Sweden

Maria is the founder and creative director of a denim sustainable Brand, Nudie Jeans. She launched her own denim brand built on sustainability. 

Erixon’s vision of sustainability begins with high quality, ethically sourced fabric and designs that fit well. Her theory—and a successful theory when you consider the scope of the brand—is to build a pair of jeans so perfectly crafted that consumers don’t wash or get rid of them until they literally break. And when they do, the brand offers free repairs and the chance to upcycle them in exchange for a 20 percent discount on a future pair.

It’s a strategy that has helped spawn Nudie’s resale business, the Re-use collection, which offers worn jeans that are washed, repaired and resold.

Leila Hafzi

Stavanger, Norway

Back in 1997, a new voice was born and the ethical- and eco-conscious trade found a future leading lady. Leila is a designer and creative mind of her own brand. She creates sustainably made wedding- and evening gown collections.

Over the years, Leila Hafzi received national awards by several occasions – in 2007 and 2011 she was appointed ”Designer of the Year” by KK and Costume Awards, the Environmental price of the decade by OFW and the “Fashion for a Cause” prize of 2011.

Elin Kathrine Saunes

Oslo, Norway

Manager at Norwegian Fashion Hub, is involved in the development of many promising projects and brands within the fashion world through NF&TA. NF&TA develops various development and innovation projects for the fashion and textile industry, within the mindset of circular economy: There is production and design, trade and consumption, as well as reproduction and recycling.

“The average consumer is more aware now than before — and this affects the industry backwards in the value chain too. The ways of the industry are not sustainable for the future, and we see how nature’s resources often are invested in creating products for humans. The modern consumer wants to know how a piece of clothing was created, and how this affected both the environment and living conditions of the people sewing their clothes”.

Anita Godell


A designer who in 2014 had the idea to start Aphru when she was working and commuting between two European cities.

The Norwegian  brand established  in 2014 with integrity and honesty at the core of its clothing, definitely sees this as a huge moment to showcase. Norway’s nimble nature.

“It is more difficult to turn around an elephant than a small animal. Younger Fashion brands and nations should see this as an opportunity to excel”.

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