We sit down with Marcus Hartmann, Regional Head of Sustainability & Public Affairs at H&M North Europe, to unpack the fashion giant’s most recent sustainability report — and the company’s evolving strategy for reducing its environmental footprint.

In this conversation, we discuss the realities behind overproduction, the promise and limits of resale, and why transparency is both a communications challenge and a business imperative. Marcus also shares H&M’s perspective on upcoming EU legislation and the role of collaboration in driving systemic change. 

In this conversation, we talk about:

• Why H&M is doubling down on transparency in its sustainability efforts
• The significance of disclosing total production volumes — and what the numbers reveal
• How resale is growing, but still accounts for just 0.6% of turnover
• Why decoupling financial growth from resource use is a “tough cookie,” but non-negotiable
• The technologies H&M is betting on — from AI to fiber-to-fiber recycling

Hosted by Konrad Olsson, Editor-in-chief and founder of Scandinavian MIND

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Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

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Hosted on Acast. See acast.com/privacy for more information.

We speak to Staffan Olsson, Head of Public Affairs at GS1, about the recent developments in EU legislation affecting the textile industry, particularly following the introduction of the Omnibus Simplification Package in February 2025.

What does this all mean?

We speak to Staffan about:

• How the Omibus package affects key legislative frameworks CSRD and CSDDD 
• How relaxations in reporting requirements may not diminish the overall sustainability ambition of the EU.
• Why data and traceability are essential for achieving sustainability goals in the fashion industry.
• How GS1 aims to inspire the industry to start preparing for sustainability and digitalisation

Hosted by Konrad Olsson, Editor-in-chief and founder of Scandinavian MIND

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Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

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www.scandinavianmind.com/agency

Hosted on Acast. See acast.com/privacy for more information.

We are speaking with Achim Berg, founder of FashionSIGHTS, about the role of AI and technology in the fashion system, fashion as a wealth generator, and his advice to Nordic premium brands. 

FashionSIGHTS is an independent corporate think tank that aims to redefine thought leadership and advisory by transforming data, experience, and expertise into actionable insights.

Achim is already an established thought leader in the industry. He worked for 24 years at McKinsey & Company, where he was instrumental in founding and leading the global Apparel, Fashion, and Luxury practice. 

In this conversation, we talk about:

• His observations for attending D-Congress in Gothenburg
• Why AI is a significant game changer for the fashion industry
• How Fashion became the third largest wealth-generating industry after technology and finance
• How to navigate technology and compliance
• His advice to brands in the Nordic market

Hosts:

Konrad Olsson, Editor-in-chief and founder of Scandinavian MIND

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Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

Connect with our agency:

www.scandinavianmind.com/agency

Hosted on Acast. See acast.com/privacy for more information.

We record directly from the biggest retail events in the Nordics, D-Congress in Gothenburg, where we have hosted several panel talks and arranged our first exclusive round table discussion with leaders from retail, fashion and the tech industry. 

Hosts:

Konrad Olsson, Editor-in-chief and founder, Scandinavian MIND

Linda Pimmeshofer, Founder, Change Retail

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Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

Connect with our agency:

www.scandinavianmind.com/agency

Hosted on Acast. See acast.com/privacy for more information.

We explore how AI is transforming marketing, why brand books need to be rewritten for an AI-driven world, and what businesses must do to stay relevant as automation reshapes content creation and design.

In today’s episode, we dive into the latest developments in AI-driven marketing and what they mean for brands, designers, and content creators.

• What happens when marketing activities are no longer executed by humans, but by AI agents?
• How should brand books be rewritten to guide AI-driven campaigns?
• And are we heading toward a future where even our ads are only seen by artificial intelligence?

With AI reshaping everything from brand storytelling to performance marketing, companies need to rethink their approach to content creation, design systems, and audience engagement. We break down the insights from our latest research and discuss the implications for the future of branding.

Hosted by:

Konrad Olsson, Editor-in-Chief, Scandinavian MIND

Erik Olofsson Haavikko, Creative Director, Scandinavian MIND

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Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

Connect with our agency:

www.scandinavianmind.com/agency

Hosted on Acast. See acast.com/privacy for more information.

We are speaking with Erik Vikander, co-founder and CEO of Wilgot, an AI-guided marketing platform that is redefining how content is created and scaled in the era of AI search.

In this episode we talk about:

• How AI is disrupting the traditional search model.
• Why brands need to adapt to new consumer search behaviors
• How investing in content can improve marketing effectiveness
• And why the role of creative direction will become more important than ever

Host:

Konrad Olsson, Editor-in-Chief, Scandinavian MIND

—

Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

Connect with our agency:

www.scandinavianmind.com/agency

Hosted on Acast. See acast.com/privacy for more information.

We are speaking to Anna Felländer, founder of Anch AI, an ethical AI governance platform that helps companies comply with EU regulations and avoid risks when using AI in their businesses.

In this conversation, we talk about:

• The risks and opportunities of implementing generative AI in the fashion industry.
• Why the societal implications of AI are becoming more critical.
• How regulation can provide clarity and guardrails for AI innovation.
• And how companies can prepare for AI in 2025

Host: Konrad Olsson, editor-in-chief and Founder of Scandinavian MIND. 

—

Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

Connect with our agency:

www.scandinavianmind.com/agency

Hosted on Acast. See acast.com/privacy for more information.

Today, we are speaking with Linda Pimmeshofer, an experienced executive in the retail tech space and a collaborator of Scandinavian MIND: 

Linda shares her impressions from the retail bonanza that was NRF Big Show in New York a couple of weeks ago. 

In this episode, we talk about:

• Why popups are trending again, from Gymshark to Harry Styles brand Pleasing
• The importance of omni channel and community building 
• How AI and digital twins can change the industry
• Plus, we share our memories from our own Nordic Retail Innovation event

Host: Konrad Olsson, Editor-in-chief and Founder of Scandinavian MIND. 

—

Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

Connect with our agency:

www.scandinavianmind.com/agency

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We are speaking with Greg Merrill. Greg is an Advisor, Executive, Entrepreneur, Board Member, and the former Global Head of Digital Transformation at Nike.

In this episode, we talk about

• His observations from The NRF Big Show that just took place in New York City
• How to make use of data as a fashion company
• His career as a serial entrepreneur
• The need for brands to get down to fundamentals 

Host:

Konrad Olsson, Editor-in-Chief, Scandinavian MIND

—

Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

Connect with our consultancy:

consultancy.scandinavianmind.com/

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In this episode, we take cues from our latest insights piece on brand building. We dive deep into the need for a strategic storytelling platform in order to compete in a transformational world. 

We talk about:

• How technological and generational shifts have made the dominant marketing funnel redundant
• How to overcome the barrier of algorithms
• Why you should treat content formats as core brand resources 
• Plus, we look at best practices from the fashion and tech industries  

Hosts:

Konrad Olsson, Editor-in-Chief

Erik Olofsson Haavikko, Creative director,, 

—

Scandinavian MIND is a media platform and branding agency operating at the intersection of lifestyle industries and tech. 

Sign up for our newsletter:

www.scandinavianmind.com/newsletters

Connect with our agency:

www.scandinavianmind.com/agency

Hosted on Acast. See acast.com/privacy for more information.