Kind is about more than our clothes, but it’s a good place to start.
We’re committed to being a force for good within the fashion industry. With our Kind range, we’re helping you to make more considered choices without compromising on the style you love.
Discover the ways we’re working to be kinder to people and our planet.
We know it isn’t always easy to shop sustainably, which is why we created Kind.
Our Kind products are available across all our ranges, including Curves, Tall, Petite and Maternity, and are created with kindness at their core following our conscious criteria. This takes into account the fabrics we use, the processes involved, (like using reduced energy, less water and fewer chemicals) and ensuring good environmental and social conditions in our factories for the lovely people who make our clothes.
We use sustainably sourced cotton, with at least 50% certified organic, although many of our styles contain a lot more than that. Our recycled cotton contains a minimum of 20% recycled materials — this is because we don’t want to compromise on the quality of your clothing, but we’re always looking for new improvements that can be made around this.
We’re also partnered with Better Cotton with the aim of improving cotton farming globally — Better Cotton is sourced via a system of mass balance and is not physically traceable to end products. By choosing our cotton products, you’re supporting responsible cotton production and we are committed to sourcing 50% of our cotton as Better Cotton by 2023.
We’ve pledged that 50% of our synthetic fabrics will contain at least 25% recycled content by 2024 and have a target of 100% sustainable viscose. Many of our styles are already made with sustainable fabrics like EcoVero, Livaeco from Lenzing and Birla. Not only that, but we’re also championing the use of other more sustainable fabrics like Water Based PU and our jewellery and accessories feature recycled brass, zinc, glass and polycarbonate.
Kind products already make up over 50% of our range, but we’re committed to making it even more sustainable by constantly seeking out new, smarter ways to help you make kinder fashion choices.