Gina Tricot and Ingrosso accused of bluff

When Gina Tricot, together with Bianca Ingrosso, launched the climate campaign "Gina Tricot Forest", the clothing giant promised to plant its own forest and buy beehives to contribute to increased biological diversity. Now the company is being accused of greenwashing.

» Updated: October 07 2024

» Published: June 11 2024

Gina Tricot and Ingrosso accused of bluff
Photo: Janerik Henriksson/TT

Share this article

When Gina Tricot, together with Bianca Ingrosso, launched the climate campaign "Gina Tricot Forest", the clothing giant promised to plant its own forest and buy beehives to contribute to increased biological diversity.

Now the company is being accused of greenwashing.

The land that the company bought is, in fact, too small to be called a forest, reveals SVT Väst.

It smells very much like greenwashing, says Matts Lindbladh, professor of forest ecology, to the channel.

The "forest" is located on a field in Danish Kalundborg, where the company Eco Tree has planted 17,600 trees. However, the land is not solely owned by the clothing giant, but by 150 private individuals and at least 20 companies. In total, Gina Tricot has bought 503 of the trees.

"Ordinary villa plot"

Matts Lindbladh refers to international standards and believes that a forest must cover an area of at least 0.5 hectares, whereas the land bought by Gina Tricot only covers 0.16 hectares.

It corresponds more to a slightly larger villa plot, says Lindbladh, who believes the campaign is a "bluff".

In total, Gina Tricot paid 108,000 kronor for the trees and beehives. At the same time, a marketing expert estimates that the clothing giant paid between five and ten million to Bianca Ingrosso, who fronted the campaign.

Gina Tricot's global sustainability manager Rebecca Watkins says to SVT that the campaign was born out of good intentions.

To highlight biological diversity, that was the focus.

"Shares the assessment"

She also says that the term "Gina Tricot Forest" was unfortunate, since they knew from the start that the forest itself would not solely belong to them.

On Tuesday, the fashion company released a press statement in response to the investigation.

"We share the scientific assessment that activities for increased biological diversity are good, but can conclude that the initiative did not get the impact we had hoped for", they write.

SVT has sought out Bianca Ingrosso, who has declined an interview and refers all questions to Gina Tricot.

Tags

Author

TTT
By TTEnglish edition by Sweden Herald, adapted for local and international readers

More news

Russian Oil Companies Face Profit Decline Amid Lower Prices and Stronger Ruble
2 MIN READ

Russian Oil Companies Face Profit Decline Amid Lower Prices and Stronger Ruble

AI in Recruitment: Potential Legal and Financial Risks for Companies
1 MIN READ

AI in Recruitment: Potential Legal and Financial Risks for Companies

HR Managers Overwhelmed by AI-Generated Job Applications
2 MIN READ

HR Managers Overwhelmed by AI-Generated Job Applications

Germany Achieves Gas Storage Goal Two Months Early
2 MIN READ

Germany Achieves Gas Storage Goal Two Months Early

Investigator Recommends Against Reintroducing Cousin Inheritance Rights in Sweden
2 MIN READ

Investigator Recommends Against Reintroducing Cousin Inheritance Rights in Sweden

China's Manufacturing Industry Slows in August Despite Stabilized US Trade Relations
2 MIN READ

China's Manufacturing Industry Slows in August Despite Stabilized US Trade Relations

Court Rules Trump's Trade Tariffs Illegal in Judicial Setback
2 MIN READ

Court Rules Trump's Trade Tariffs Illegal in Judicial Setback

Swedish Electric Boat Maker Candela Expands Production to USA
3 MIN READ

Swedish Electric Boat Maker Candela Expands Production to USA

Dousa on Verdict: Tariffs Likely to Persist Despite Court Ruling
1 MIN READ

Dousa on Verdict: Tariffs Likely to Persist Despite Court Ruling

Rice Trade Dispute Halts US-Japan Customs Talks
1 MIN READ

Rice Trade Dispute Halts US-Japan Customs Talks

Court Rules Most Trump Tariffs Illegal but Allows Temporary Continuation
2 MIN READ

Court Rules Most Trump Tariffs Illegal but Allows Temporary Continuation

Klarna Prepares for New York Stock Exchange Debut
1 MIN READ

Klarna Prepares for New York Stock Exchange Debut

Sanctions Loom for Companies Trading with Russia
1 MIN READ

Sanctions Loom for Companies Trading with Russia

Wall Street Declines After July Inflation Data Released
2 MIN READ

Wall Street Declines After July Inflation Data Released

The Job Market in Sweden is Cooling Down - Significant Differences Between Industries

The Job Market in Sweden is Cooling Down - Significant Differences Between Industries

US Inflation Steady at 2.6 Percent in July
1 MIN READ

US Inflation Steady at 2.6 Percent in July

Extended Nuclear Shutdown Raises Electricity Prices in Southern Sweden
2 MIN READ

Extended Nuclear Shutdown Raises Electricity Prices in Southern Sweden

Price Pressure Reduces Alibaba's Second Quarter Profit
1 MIN READ

Price Pressure Reduces Alibaba's Second Quarter Profit

Ikano Bank Reports Loss Amid 670 Million Kronor Credit Losses
1 MIN READ

Ikano Bank Reports Loss Amid 670 Million Kronor Credit Losses

Norway and US Senator Clash Over Oil Fund's Caterpillar Divestment
1 MIN READ

Norway and US Senator Clash Over Oil Fund's Caterpillar Divestment