From ”greenhushing” to transparency

The Swedish brand Hestra is one of the leading international makers of gloves for sport and outdoor. Sustainability has been a natural part of this conscious, family-run company for many years, but as a well-kept secret to the outside world. In times when customers want to learn more about the brands they buy from – how can a company begin communicating what they actually do, without risking being perceived as just “jumping on the bandwagon”? In collaboration with NORR Agency, Hestra decided to sort it out through interviews with key personnel and an intense workshop. Next steps will now be to help Hestra define and formulate its strengths and challenges in a transparent manner, and to communicate this effectively both internally and externally.