“Action speaks louder, and talk is cheap.” Join us for a candid conversation with Johan Graffner, founder and CEO of the pioneering Swedish ethical clothing brand Dedicated. In the business since 1996, Johan has seen the evolution of sustainability in fashion firsthand. But can ethical clothing really be both cool and profitable? Johan Graffner believes it can, if backed by the right standards. Out of more than 400 certifications available today, he says only four are truly relevant to his brand. It’s a sign, he argues, of how much work remains to be done. Calling new EU legislation “fortunate,” Johan insists the time for self-regulation and empty promises is over: “Forget about self-regulation, forget consumer power. Let’s bring grown-ups into our industry — and grown-ups need to play nice.” With UNICEF estimating 138 million children in forced labour, Johan's message is clear: action must replace talk. 

Learn how this trailblazing Swedish brand uses the Corporate Playbook to strengthen its operations, embed children’s rights, and build a truly sustainable future. 

Guest: Johan Graffner 

Host: Alice Ramsay 

Produced by: KOAN 

Supported by: the LEGO Group 

Visit globalchildforum.org to access the Corporate Playbook.