Located in the charming village of Mathildedal in southwestern Finland, Ruukin Kehräämö is renowned for its high-quality, sustainably crafted alpaca wool products. Committed to meticulous craftsmanship and ethically sourced alpaca wool, the company wanted to elevate its sustainability efforts to the next level. The goal was to ensure that the sustainability of their Alpaca Royal collection met the highest standards and could be marketed with full transparency.
“Today’s consumers want to know where products come from and how they are made. We aim to help them make more informed purchasing decisions,” Tells Co-owner and Founder Sini Honkala. “By openly communicating our sustainability principles, we allow our customers to feel part of an ethical and sustainable movement. Sustainability is no longer just a responsibility for companies; it is also a competitive advantage.”
Upcoming EU directives, such as Empowering Consumers for the Green Transition and Green Claims, are introducing new requirements for presenting sustainability claims. In the future, sustainability communications must be based on verifiable scientific evidence. Ruukin Kehräämö wanted to stay ahead of these regulations and ensure that the information shared about their products was not only accurate but also aligned with the requirements of ethical sustainability marketing.
Sustainability Analysis Confirmed High Standards
In collaboration with Infine, the Alpaca Royal collection underwent a comprehensive sustainability analysis that examined the entire value chain from start to finish. This analysis provided a clear overview of the collection’s strengths and areas for improvement. Special attention was given to transparency and how the sustainability of the products could be communicated to consumers in an honest and straightforward manner.
The analysis highlighted the distinctive sustainability features of the Alpaca Royal collection, including the use of natural, undyed materials, chemical-free processing, and a focus on long-lasting and timeless design. These elements set the collection apart from competitors. The process also identified key aspects to emphasise in marketing efforts.
Infine’s sustainability analysis not only provided Ruukin Kehräämö with valuable insights into the collection’s sustainability but also clear guidelines for future communications. The collaboration resulted in a sustainability report, which Ruukin Kehräämö has proudly published on its own website.
“Creating the sustainability report has been an invaluable process for us at Ruukin Kehräämö, allowing us to examine our operations from a fresh perspective,” Honkala says. “Collaborating with experts and partners has been seamless and particularly educational. Every discussion and review reinforced our understanding that sustainability is not just a separate part of our business but its core. The report has provided us with a clear picture of our strengths, such as an ethical production chain and environmentally friendly choices. At the same time, the process has highlighted areas for improvement that we can address in the future. For us, this report is not only a tool for sustainability communication but also a critical strategic asset.”
Reliable Sustainability Communication Enhances Competitiveness
“It has been amazing to work with Ruukin Kehräämö to shed light on the sustainability of alpaca clothing,” says Merli Juustila, Infine’s Research & Development Lead. “The collaboration and resulting sustainability report demonstrate how data- and research-driven sustainability can be a powerful tool for building consumer trust and enhancing the competitiveness of ethically crafted, high-quality products.”
