For the first time, the two brands Otto Austria and Universal are offering dirndls made from certified organic cotton at a moderate price. The two sustainable traditional costume models of the largest Austrian online retailer are produced by the Bavarian textile manufacturer Naber Moden at its production facility in Albania.
“Big brands now know that they have to become sustainable or more sustainable because customers expect that. This pressure is now being passed on more and more to brand manufacturers and to producers and fabric suppliers. With traditional costumes, everything takes even longer because here big brands are missing who advance with sustainable collections and drive the market and thus also procurement, “says Raphael Naber, junior boss of Naber Moden.
The fact that it takes a lot longer in traditional costumes is also shown by the fact that at Unito there is almost a decade between desire and reality when it comes to sustainable dirndls.
Harald Gutschi, spokesman for the management of Unito, explains that they had been looking for ten years to find someone who could make sustainable dirndls according to the criteria relevant to the group – produced in Europe and with the world’s leading sustainability standard.
“Raphael Naber was the first to be ready. It is such small companies that are needed: with personal visionaries who change their industry and the world with their measures,” says Harald Gutschi.
The first sustainable dirndl from the online brands of the Unito Group is certified according to the “GOTS organic” standard. The Global Organic Textile Standard (GOTS for short) is the world’s leading standard for processing textiles made from certified organic natural fibers.
“GOTS organic” means that an article must contain at least 95 percent organic cotton that is grown free of harmful substances in accordance with the strictest environmentally friendly criteria. In addition, ecological and social criteria must be observed throughout production.
The two-part sustainable “Naber Collection” model is available online from Otto and Universal for the Austrian market from EUR 89.99 in the color combinations blue-light blue and rose-brown.
The online brands of the Unito Group have a total of more than 1200 traditional costumes in their range. In addition to the two new organic cotton dirndls, there are currently around 50 regional country house living products from Austrian producers. The expansion of the sustainable and regional range of traditional costumes is to be driven forward steadily over the next three to four years.
As a subsidiary of the Baur Group, Unito Versand & Dienstleistungen GmbH is part of the Hamburg Otto Group. In the past financial year 2020/21 (March 1, 2020 to February 28, 2021) Unito achieved total sales of 423 million euros.
The most important markets for the Unito Group are Austria, Switzerland and Germany, in which the e-commerce brands Otto Austria, Universal, Quelle, Ackermann and Lascana are active.
The Austrian online retailer has around 3.8 million customers. 598 people work for the group of companies.
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