Last week PO.P (formally known as Polarn O. Pyret), the iconic Swedish clothing brand, hosted its first ever UK press day. Bringing together press and influencers, the special event was held at the brand’s flagship London store in Westfield White City, to unveil the complete Spring/Summer 2024 collection.
From the brand’s iconic stripes in bright seasonal colours, to the new PO.P Adventure range that’s perfect for the great outdoors, and a number of secret sneak previews of the high summer collection and swimwear, guests were truly spoilt to a showcase of PO.P in all its glory.
The event also provided an opportunity for press to learn more about the brand’s hugely successful Second-Hand initiative. Following its launch in 2023, the award-winning scheme has been hailed by industry experts as truly raising the bar for re-commerce. As the only known major fashion brand to embed this service into its core business model, it was of huge interest to all those in attendance.
The event also presented a fantastic opportunity for guests to meet PO.P’s CEO Johan Munck, who was delighted to share information about the brands journey so far, commitment to sustainability and circular business model. Speaking about the success of the event, Johan said: “It was wonderful to be present at PO.P’s first UK press day. 2023 was a fantastic year for our brand, we hit a major milestone with 100% of our product range made from more sustainable materials and we also won two prestigious industry awards here in the UK. Yesterday’s press day was a great opportunity to kickstart 2024 and meet some of the press and influencers who have supported the brand from the very beginning. We look forward to another momentous year and hosting another event soon.”
