Sustainability in both concept and practice has a long history in Scandinavian cultures in general, and Sweden in particular. As consumers become more conscious of the finite nature of materials, upcycling has to eventually be considered more mainstream. We applaud this type of public and private sector leadership that is the very definition of entrepreneurial conservation.
Thanks to the BBC for this story.
Anna Bergstrom had a dilemma. She loved the glitzy world of high fashion, but had also come to feel that it was unsustainable and bad for the planet. She’s now found peace of mind by running a stylish shopping mall in Sweden, where everything is second-hand.
“Do you notice the smell?” Anna Bergstrom says, as she surveys her mall from the mezzanine level. “It smells nice here, doesn’t it?”
It’s very important to Anna that this place is enticing, because she feels it is making a statement. Everything for sale here, in 14 specialist shops covering everything from clothes to DIY tools, is recycled.
She is usually turned off by the smell of second-hand stores, she explains, even though she adores vintage fashion. For most people flea-markets and charity shops carry a stigma, she thinks – a mark left by countless bad experiences. Too often they are worthy but depressing, Anna says. Her mission is to bring second-hand shopping into the mainstream.
The mall itself is spacious and appealing, almost Ikea-like. An art installation – a tree and circular bench all fashioned from recycled materials – greets customers at the entrance. There is even a coffee shop and gift-wrapping service.
The mall is called ReTuna. “Tuna” because that’s the nickname for the city where it is based – Eskilstuna, an hour’s train journey west of Stockholm – and “Re” because the goods on sale have been recycled or repurposed.
It was set up by Eskilstuna’s local government in 2015, in a warehouse which used to house trucks for a logistics company. Continue reading