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We’re changing the way we do things to make fashion better for the planet. Fashion’s footprint has a huge impact on the environment, ranking it second as the most polluting industry. Although we can’t eliminate the problem, we know that we can take extra steps to make a difference.

Nothing changes for you, we promise. Our clothes are still the same quality and the same amazing prices. We’re working with the Sustainable Apparel Coalition and the Ethical Trading Initiative to improve our workers’ quality of life and our environmental standards.


Over the next six years, we will decrease the amount of plastic that we put into the world by 25%. We are currently recycling the plastic and cardboard that we already have to make new packaging for online orders. This also applies to our hangers: we make sure they are reused and even the broken ones are melted down to make new hangers.

As for our wastage, by 2020, we will stop sending all waste for landfill.


They might be a favourite for many, but there are four very sustainable reasons why we don’t use paper bags:


Often, the production of paper bags isn’t clean for the environment.


They are not very durable and much less likely to be reused.


When plastic is reused, it becomes more environmentally friendly than paper bags.


If every retailer provided paper bags, there wouldn’t be enough trees to handle the demand for paper.


1. Cotton

Traditional cotton farming uses harmful pesticides and fertilisers that pollute our air, water and soil, and enter our ecosystems. Which is why our new approach to source cotton now only involves environmentally-friendly techniques.


Our types of cotton and what they mean


We’re happy to be part of the Better Cotton Initiative (BCI). BCI helps to make global cotton production better for the people who produce it, and to reduce the impact on the environment. By sourcing cotton from this non-profit organisation, farmers are educated to make Better Cotton, and receive training on how to apply the right working principles.

Better Cotton is not physically traceable to end products. However, BCI Farmers benefit from the demand for Better Cotton in equivalent volumes to those we ‘source.’

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Unlike conventional cotton, organic cotton is grown free from chemical fertilisers or pesticides – and non-genetically modified organisms (that’s GMO for short, and they’re organisms with a bad reputation). When you choose organic cotton, you’re choosing an improved way of life for cotton farmers, animals and the environment. All of our organic cotton is certified by Textile Exchange.


Recycled cotton is made from recycled clothes, mechanically broken down and spun into new yarn. This type of cotton uses zero water and reduces climate impact. It’s the most environmentally friendly out of all of the cotton we use, and we’re excited to say that, just like our organic cotton, it’s certified by Textile Exchange.

A tough decision, right?

Well, there’s no wrong or right answer. Although all three options are different, the end goal is positive.

2. Polyester

All polyester is sourced from oil. By increasing the amount of recycled polyester that we use by 25%, we can reduce our oil usage to be friendlier to the environment.

We are also now part of the Recycled Polyester commitment and Textile Exchange to help us source responsibly

3. Viscose

Viscose is a manmade fibre with silk-like qualities, and it comes from trees. Its production often uses lots of energy water and chemicals, which can pollute rivers and effect climate change.

Also, harvesting trees to make the silky fabric is often harmful. Every year, over 120 million trees are cut down in the making of viscose, putting forests in danger of deforestation.

We do not source our viscose from endangered forests. We’re committed to protecting ancient forests and the species that live there, and we share the same values with our partners, too.


Closing the loop means that we want to help circulate clothes in society for as long as we can.

We’ve recently partnered with Hospice UK, to inspire people to donate their pre-loved clothes, so that they don’t end up in landfill.



We are now 100% carbon neutral in our own operations

When we started our journey to become a more environmentally friendly brand, we pledged to create the same fashion that you know and love, but made in ways that are better for the planet. On investigating our environmental impact, we have identified carbon as a key target area.

Over the past 12 months, we have calculated all of the carbon dioxide that is produced in our direct operations, and we have been taking steps to reduce this and balance the remaining amount - allowing us to become carbon neutral.

Our next job will be to look at the carbon that is released through the supporting operations of our business, including water, waste, business travel and logistics.




Carbon dioxide is actually a good thing. It’s a naturally occurring gas that’s key to the survival of all animals, plants and humans. CO2 also helps the Earth to trap essential heat given off from the Sun. However, too much of anything is bad – and that also applies to the amount of carbon dioxide there is in the atmosphere. Humans continue to release vast amounts of co2 into the air, trapping more heat than ever before. It is this overabundance of heat that is causing an increase in extreme weather events, shifting wildlife populations and habitats and rising sea levels.



We believe that everyone deserves the choice to know where, and how, the things that they wear are made. It’s why we’ve become members of the Fashion Transparency Index: an official yearly review that ranks 150 of the biggest retailers according to how much information they share on the making of their products. Our goal is to become (and remain) part of the top 10%, to join a fairer, safer, cleaner and more transparent fashion industry.



Recycled means that less raw materials, water and energy are used in the making. This results in a reduced amount of waste going to landfill.


Organic means grown without toxic chemicals that damage the soil, in a way that’s healthier and more profitable to farmers. This type of agriculture uses less energy and water.


Recycled means that less natural resources, raw materials, water and energy are used in the making. As well as a reduced amount of waste going to landfill.

“Using less”

Made using processes that save water and energy, therefore lowering carbon emissions. Water-based PU means shoes or handbags that contain no toxic chemicals. Jeanologia is a new method for making more environmentally friendly jeans.


These new fibres are created from renewable or responsibly sourced wood. They also use less energy, water and chemicals in the process.