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Diversity and inclusion
Fashion should empower and inspire. We will enable our customers, creative partners, employees, and those working in our supply chain to raise their voices and fulfil their potential. From our warehouses and factories, to our offices and studios, we will advocate for equal rights and live by our commitment to diversity and inclusivity. We will be a champion of diversity and female empowerment in fashion.
OUR COMMITMENTS
Giving voice to women
We want to empower and enable our customers to raise their voices.
GOALS, TARGETS AND KPIs
  • Influencers representing all five continents
  • Reach and maintain a culture of inclusivity in marketing and partnerships (measured in % of spend).
  • Increase the % of diverse creatives we work with internally to better represent diversity in our marketing campaigns.
  • By 2025, 80% of customers perceive NA-KD as “celebrating equality & diversity”.
  • By 2025, 60% of customers perceive NA-KD as being “in tune with what matters to them”.
KEY ACTIONS
  • Launch Creators Council.
  • Secure diversity both in front of and behind the camera.
  • Highlight diversity & equality issues through selected influencers.
  • Continue to cast Black, Asian and minority ethnic (BAME) models, ensuring everyone can see their own skin tone celebrated on our website and in our marketing campaigns.
  • Increase our pool of BAME content creators and creatives to create truly inclusive campaigns.
  • Continue to develop inclusive beauty products, including shades and formulas that meet the diverse needs of our BAME customers.
  • Over the next two years, we will invest 2.5M EUR into female-founded fashion, lifestyle and beauty businesses, using our platform to help them to succeed.
An inclusive workplace
We want to create a culture of belonging with equal status, rights, conditions and opportunities for all.
GOALS, TARGETS AND KPIs
  • A balanced representation of women/men/ non-binary through the organisation; both from a functional and managerial perspective.
  • Maintain our high level of foreign-born co-workers*.
  • All staff and recruitment partners to take regular diversity & inclusion training.
  • All staff to take anti-harassment and bullying training during 2021.
  • Equal employee satisfaction between gender/ age/departments.
*which is substantially above average compared to Swedish industry
KEY ACTIONS
  • Updating our internal Code of Conduct.
  • Training plans & development with focus on leadership, diversity & inclusion.
  • Provide continuous unconscious bias training for all staff and management.
  • Implement a flexible approach to holidays.
  • Continue with Social Media content featuring our employees and their testimonials.
  • Establish internal Diversity & Inclusion council.
Fair and equal jobs in our supply chain
We respect human rights and will make it a priority to empower and enable all people across our supply chain to be able to fulfil their potential.
GOALS, TARGETS AND KPIs
  • By 2025, factories representing at least 50% of our spend enrolled in concrete social sustainability initiatives.
  • By 2025, factories representing 80% of our spend showing high performance in social audits (at least B in amfori BSCI audits, or similar in other systems).
KEY ACTIONS
  • Continuously support factories with actions & improvement plans for working conditions and respect for human rights.
  • Identify and initiate social sustainability initiatives targeting women and workers’ rights in our supply chain.
Our role in society:
Ignite a movement in the fashion industry that empowers and inspires all
We want to advocate for everyone’s right to be who they are, to celebrate diversity and advance inclusion in our society.
GOALS, TARGETS AND KPIs
  • By 2025, 80% of customers perceive NA-KD as “celebrating equality & diversity”.
  • By 2025, 60% of customers perceive NA-KD as being “in tune with what matters to them”.
  • Identify and initiate at least four long-term shared value initiatives during 2021.
KEY ACTIONS
  • To use our voice in society to advocate through marketing and taking a stand as a company through our public affairs and relations activities.
  • Support for NGOs that support everyone’s right to be who they are.
  • Inspire girls to become whoever and whatever they want.
  • We will support young women’s rights and mental health, especially in the wake of the pandemic.
  • Continue to increase our inclusive sizing range to make sure that NA-KD fashion truly is for all.
Our progress
Our role in society
For many years, diversity in fashion has meant using a non-white face in marketing campaigns. But today, fashion companies are responding to pressure from customers, employees and other stakeholders to do more. Instead of relying on eye-catching imagery, they must proactively advocate for diversity and inclusion. Taking a public stand on topics relating to diversity and inclusion is something that we are proud of at NA-KD. And supporting wider social issues in alignment with our brand values is close to our hearts.
Equal rights for all
We believe in equal rights for all people. That everybody, regardless of ethnicity, gender identity, sexuality or religion should be treated fairly and have the same opportunities in life. That we all should be able to live a life free of oppression, harassment or hate. Sadly, this is not the world we live in today. But we acknowledge our responsibility to contribute to a future where this is the case. To educate and enlighten people. To give voice to underrepresented voices. To be a force for change. Through our actions, our messages and our collaborations. We hope that you will join us in this fight.
Everyone’s right to love freely
We support the LGBTQIA+ community by partnering with RegnbĂĄgsfonden - a Swedish organisation that advocates for LGBTQIA+ rights. We are also proud supporters of Pride and have hired content creators from the community to create films in which LGBTQIA+ people could tell their stories. We have also donated money to the United Nations Free and Equal initiative in the past.
Inspire girls to become whoever and whatever they want
The United Nations has released 17 Sustainable Development Goals. One key lever to achieve them is for more girls to attend school and get a higher education. One way we are trying to make this happen is to donate money to and support the Girl Effect. Their work is helping to unlock the power of girls through media. Giving girls and young women the confidence and curiosity to become whoever and whatever they want.
Supporting young women’s rights and mental health
Unfortunately, mental health continues to be a challenge for many young women around the world. Anxiety and depression is spiking, and it is easy to feel alone in this experience. That is why we are investing in research and donate to non-profit organisations that support this topic. One example is our continued support of Gurls Talk, a community-led non-profit dedicated to promoting the mental health and wellbeing of adolescent girls and young women. We are also collaborating with thought-leaders and speakers in this area to bring useful tips and personal experiences to our huge community in social media.
Supporting our local community
Our design and creative process results in a lot of samples. Samples that are tested and screened by our purchasing department, but also used when shooting images for our website and social media channels. We donate most of these clothes to charities, both to second-hand shops and local shelters that support vulnerable women - including homeless women, victims of domestic violence and women exposed to trafficking and prostitution.
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