Swedish fashion retailer Kappahl Holding AB is ramping up the sustainability of its clothes, offering shoppers more options to buy clothes made from organic cotton, Lyocell and recycled fibres.

The retailer says that in fiscal 2011/12 it sold over 11m garments with certified eco-labels - and has pledged that the share of certified sustainable fashion will continue to increase each year in its stores.

"We want our customers to get more stylish, sustainable clothes in their wardrobe," explains Carina Ladow, vice president of assortment and design at KappAhl, adding that the retailer is trying to make it as easy as possible to shop for eco-friendly garments.

Initiatives include clearer labelling of certified products in store, working with the Better Cotton Initiative to accelerate the increased availability of organic cotton, and reducing the chemical content in garments and in production.

KappAhl operates more than 380 stores in Sweden, Norway, Finland, Poland and the Czech Republic selling affordable fashion for women, men and children.