Sara Wimmercranz - Sweden's Second Hand Profile 2024

On March 6, TV4 Nyhetsmorgon revealed that Sara Wimmercranz has been named Sweden's Second Hand Profile 2024.

- "This award is a confirmation that second hand has really taken off. Style has nothing to do with new production, style is a personal expression, which should have as low emissions as possible, says Sara.

Sara Wimmercranz is one of Sweden's most powerful tech-investors. Many people recognize her from SVT's production Draknästet where she participates as one of the investors in the jury panel. Sustainability has always been important to Sara. For anyoneot years ago she chose she to completely stop buying newly produced fashion.

How Sara became Sweden's Second Hand Profile 2024

The Swedish Second Hand Profile award is presented by Erikshjälpen Second Hand every year. Sara Wimmercranz was one of three finalists nominated this year.

- "We are so happy to be able to give Sara this award. She takes a stand and really shows that second hand belongs in every room, from the living room to the boardroom, says Anette Alm Gustafsson, Executive Director of Erikshjälpen Second Hand. 

In 2022, Sara made a New Year's resolution to only borrow, buy second-hand or traceable fashion. On her social media, she is now influencing more people to shop second hand.

- What at first felt like a limitation quickly became a creativity and freedom to choose my own unique style, and for the first time I became interested in fashion for real. Now I can't believe I listened to all the platitudes that both fast fashion and luxury brands try to fool us with. You can't become yourself through consumption, forget it!

Erikshjälpen's motivation for the award

Sara Wimmercranz is the norm breaker who clearly shows that change needs to, and can, happen at all levels, and in all arenas. When she made a New Year's resolution in 2022 to only borrow, buy second-hand or traceable fashion, it was the start of a journey that has engaged and created ripples. Today, Sara Wimmercranz is not only a well-known investor and Sweden's most powerful businesswoman, but also, to her great surprise, a fashion profile and influencer. With a mix of humor and seriousness, she reaches out through the noise and inspires many to turn around their unsustainable buying habits. Sara shows in a simple and relatable way the added value of changing and that second hand is for everyone, regardless of wallet, social status or style. Sara brings sustainability into the mainstream and out to the masses as she breaks norms in circles where second-hand has previously been taboo. With great credibility and authenticity, she has become a given voice in the debate on sustainable consumption and a worthy winner of the Sweden’s Second Hand Profile 2024 award.

Money to help children in climate-affected areas

As the winner of Sweden's Second Hand Profile 2024, Sara will have the opportunity to award one of Erikshjälpen's projects for children's rights 25,000 Swedish kronor (SEK). Sara Wimmercranz has chosen to donate the 25,000 kronor to Erikshjälpen's interventions to help children in countries affected by climate change.

- Erikshjälpen has several very important projects in areas affected by drought and flooding due to climate change. "Climate and the environment is truly the issue of our time and I hope to inspire more people to get involved. Not least politicians, as legislation is crucial in this work," says Sara Wimmercranz.