Each year, the average Norwegian throws away 23 kilos of textiles.

At the same time, the fashion industry is responsible for
8% of the world’s emission of greenhouse gasses.

Polyester and wool are fibers very suitable for recycling.
Learn more about how JOHNNYLOVE is working towards a more circular world.



Wool is a durable fiber that offers great insulation.

At JOHNNYLOVE, we look at wool as nothing short of magical.
Did you know that wool produces heat when absorbing moist?

It is among the characteristics that make wool garments so comfortable to wear.

Wool is antibacterial, meaning it requires less washing.

Excessive washing of our clothes not only makes our clothes wear more quickly, but it also represents an environmental problem in itself (water consumption, energy consumption, chemical pollution).

Challenges related to the production of wool include; the land-use for grazing, the methane gas produced by the sheep, and the chemical intensive dying process.

JOHNNYLOVE only work with mills that comply with the standard of
“zero discharge of hazardous chemicals.”

In other words; the production of wool is demanding, but in use it is quite the opposite, requiring less washing and lasting a long time. With wool, reduction of quantity really matters.

This knowledge inspires us to use wool in high quality key pieces,
so that our customer can make do with fewer pieces of clothes in total.


Due to the high quality and durability of the wool fibre,
wool garments are inherently suitable for re-use and recycling.

By recycling wool, we divert waste from landfill and reuses perfectly good material instead of throwing it away. It saves a considerable amount of water, reduce land use for sheep grazing and reduces the use of chemicals for dyeing. In fact, 500 litres of water and 11KG of CO2 are saved per kilo of recycled wool produces compared to virgin wool.
At JOHNNYLOVE we have been working with recycled wool for 7 years.



Why use polyester at all?

Polyester is a highly durable fabric that retains shape and color for a long time.
This means the garments made of polyester does not easily wear out.
Compared to natural fibers, polyester requires very little land and water.

On the downside its production is energy intensive, and it is problematic as waste,
as it decomposes slowly. Washing of polyester garments is also a source of micro-plastic pollution.

Polyester is therefore best used for clothes that needs to be highly durable,
but that are washed only occasionally. With this logic, Johnnylove put polyester to use in outerwear, creating pieces that will both look good and serve their function for a long time.


By choosing recycled polyester, we’re able to deliver the same technical
performance in fibers with a smaller environmental footprint.

Recycled polyester requires much less energy than in the case of normal polyester,
somewhere between 33-53% less energy, and up to 70% lower CO2 emission.

Recycled polyester can be made not only from polyester garments, but also from plastic as in water bottles. This
means recycled polyester can keep general plastic waste away from landfill, at the same time as lowering the demand
for the raw material polyester is made of, namely oil.

John Vinnem
Head of Design for JOHNNYLOVE