{"id":14000,"date":"2020-11-18T18:46:04","date_gmt":"2020-11-18T17:46:04","guid":{"rendered":"https:\/\/expressionumea.se\/pressrelease\/elva-umeabor-deltar-i-en-stor-modeutmaning\/"},"modified":"2020-11-18T18:46:04","modified_gmt":"2020-11-18T17:46:04","slug":"eleven-umeabor-participate-in-a-big-fashion-challenge","status":"publish","type":"pressmeddelande","link":"https:\/\/expressionumea.se\/en\/pressrelease\/elva-umeabor-deltar-i-en-stor-modeutmaning\/","title":{"rendered":"Eleven Ume\u00e5 residents participate in a major fashion challenge"},"content":{"rendered":"<p><strong>Over the next nine months, the F\/ACT Movement project will work with municipalities and businesses to support so-called f\/activists to update their wardrobes in more sustainable ways. At least 60 private individuals are participating in seven different municipalities, 11 of whom are Ume\u00e5 residents. The project is run nationally by the Gothenburg Region (GR) and Science Park Bor\u00e5s. In Ume\u00e5, eXpression Ume\u00e5 is the project owner and main funder with the low-carbon site, Ume\u00e5 municipality and the Department of Informatics at Ume\u00e5 University as co-financiers. On September 3, it is time for Ume\u00e5's f\/acities to begin nine months of sustainable consumption, starting with a webcast kick-off. eXpression Ume\u00e5 hosts the webcast kick-off where Anna Lidstr\u00f6m, researcher in sustainable fashion at the School of Textiles in Bor\u00e5s, designer and one of the founders of the F\/ACT Movement, talks about sustainable and circular fashion in a conversation led by Fil. Dr. Annakarin Nyberg, internet researcher and programme manager of the eXpression Future Retail Lab. <\/strong><\/p>\n<p>- We will also introduce the eleven Ume\u00e5 residents who are now becoming f\/activists. It's a mixed group taking on this challenge and it will be great fun to follow and support them during these nine months,\" says <strong>Anna Mostr\u00f6m<\/strong>, project manager for Ume\u00e5's node in the F\/ACT Movement.<\/p>\n<p>An f\/activist is a fashion-minded person who wants to use their interest as an active act to reduce their carbon footprint. In 2019, a successful pilot project was carried out with ten f\/activists in V\u00e4stra G\u00f6taland. Now the project is scaling up to a national level with support from the Swedish Environmental Protection Agency and V\u00e4stra G\u00f6taland Region. Through seven municipalities (Bor\u00e5s, Gotland, Karlstad, Link\u00f6ping, Lule\u00e5, Stockholm, Ume\u00e5) with between 6 - 11 participants in each municipality, Swedish consumers are participating in the challenge and will learn with the help of experts about how they can easily build a sustainable wardrobe.\u00a0<\/p>\n<p>Throughout the process, the f\/activists will share their journey on social media, with a focus on Instagram. And in doing so, inspire more consumers to consume more sustainable clothing.\u00a0<\/p>\n<p><strong>The importance of knowledge and cohesion<\/strong><\/p>\n<p>For the first four months, f\/activists will attend monthly meetings with different themes: activating the wardrobe, styling, style and secondhand, updating and pimping, and caring and cooking. At each meeting, lectures and workshops are given by well-known profiles and experts and the f\/activists sit in a so-called \"F\/ACT ring\" where they share their experiences.\u00a0<\/p>\n<p>- During the pilot project, we discovered that the F\/ACT ring was very important for the f\/activists. Fashion is so much more than just clothes. It's identity, group membership and culture. So changing one's habits and consumption is very much an inner journey that needs to be shared with others. The f\/activists became part of a \"community\" and there is a tremendous power in belonging, inspiring and doing things together. I'm sure this was a key contributor to them continuing to consume sustainably,\" says <strong>Gudrun Bon\u00e9r<\/strong>, Project Manager F\/ACT Movement and responsible for the f\/activists.<\/p>\n<p><strong>Digital movement<\/strong><\/p>\n<p>After the first four months, the challenge will continue digitally, mainly on Instagram, where they will be tested on different monthly challenges. In a way, the F\/activists will become ambassadors for sustainable fashion and will inspire their followers about remakes, rentals, secondhand, garment care and mending, clothing swaps and other sustainable fashion options. Instagram was chosen as the main social media platform for the project so that the message of the sustainable wardrobe can resonate and be easily shared with other consumers.\u00a0<\/p>\n<p>F\/ACT Movement complements the initiative #extilsmart, a governmental assignment where facts about the environmental and health impacts of textiles will be communicated together with practical tips and advice on how consumers can make a difference through more conscious choices.\u00a0<\/p>\n<p><strong>For more information:\u00a0<\/strong><\/p>\n<p>Homepage: <a href=\"http:\/\/www.factmovement.se\">www.factmovement.se<\/a><br \/>Instagram: @fact.movement<br \/>Facebook: <a href=\"https:\/\/www.facebook.com\/factmovement.se\">https:\/\/www.facebook.com\/factmovement.se<\/a><\/p>\n<p><strong>Contact in Ume\u00e5:\u00a0<\/strong><\/p>\n<p>Anna Mostr\u00f6m, project manager F\/ACT Movement Ume\u00e5<br \/>073-061 23 45<br \/>annamostrom@gmail.com<\/p>\n<p>Marlene Johansson, CEO eXpression Ume\u00e5<br \/>070-674 95 39<br \/>marlene.johansson@expressionumea.se <\/p>\n<p><strong>Contact Science Park Bor\u00e5s:<\/strong><\/p>\n<p>Gudrun Bon\u00e9r, Project Manager F\/ACT Movement and responsible for f\/activists<br \/>070-573 41 24<br \/>gudrun.boner@scienceparkboras.se<\/p>","protected":false},"featured_media":14001,"template":"","class_list":["post-14000","pressmeddelande","type-pressmeddelande","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Elva Ume\u00e5bor deltar i en stor modeutmaning - eXpression Ume\u00e5<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/expressionumea.se\/en\/press-release\/eleven-umeabor-participate-in-a-big-fashion-challenge\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Elva Ume\u00e5bor deltar i en stor modeutmaning - eXpression Ume\u00e5\" \/>\n<meta property=\"og:description\" content=\"Under de kommande nio m\u00e5naderna ska projektet F\/ACT Movement tillsammans med kommuner och f\u00f6retag st\u00f6tta s\u00e5 kallade f\/activister till att uppdatera sina garderober p\u00e5 mer h\u00e5llbara s\u00e4tt. I sju olika kommuner deltar minst 60 privatpersoner, varar 11 \u00e4r ume\u00e5bor. Projektet drivs nationellt av G\u00f6teborgsregionen (GR) och Science Park Bor\u00e5s. 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