Currently, we're focusing our efforts on reusing things that already exist - turning discarded plastic bottles, recycled post-consumer plastic waste and fishing nets into our bold, printed shirts, loungewear and accessories.
7 things we're doing to minimise our impact on the planet:
1. Our fabric is made from recycled plastic waste
1) Fabric made from recycled plastic bottles: this is used on our shirts, printed face masks, headbands and hair scrunchies.
2) Fabric made from recycled post-consumer waste and fishing nets, made from ECONYL® yarn: this is used in our mockturtle tops, flares, snoods and block-colour face masks.
The billions of plastic bottles still used and discarded every day across the world aren’t going anywhere soon, so we are giving them new purpose by turning them into the clothes you wear. Recycled plastic also uses ~65% less energy to produce than virgin plastic, so it's carbon footprint is significantly smaller than polyesters and nylons.
Our fabric manufacturers are certified by the Global Recycle Standard (GRS), meaning they have met strict requirements for their recycling process, are providing good working conditions for staff, and are ensuring that harmful environmental and chemical impacts are minimised. The fabrics are also certified as Standard 100 by OEKO-TEX®, meaning it is 100% free of harmful substances.
We always recommend washing our fabrics in a Guppy Bag or something similar. These bags catch micro fibres that are shed when washing. Whilst pretty much all fabrics shed fibres, synthetic micro fibres in particular can pollute our rivers, oceans and waterways and harm the marine ecosystem. By using a Guppy Bag, we can make our impact by reusing and recycling single use plastics whilst ensuring we don't let these micro plastics flow into our waterways.
2. 100% natural and biodegradable Corozo nut buttons
Our buttons are made and dyed in a small unit in the Cotswolds that have a fantastic reputation for making high-quality, environmentally friendly buttons. They dye our buttons in bespoke colours just for us.
3. Digitally printed in England and Italy using non-toxic inks
Our fabrics are either printed in Worcestershire or Italy, depending on the type. Our printing companies use non-toxic inks and zero waste sublimation or digital printing. By digitally printing out fabrics, it means we use only the ink needed to print our designs. We've opted to digitally print because it is less wasteful than other traditional printing techniques that typically use a huge amount of water and excess ink in the process.
4. Hand-cut and sewn in London
Our printed fabric goes from Worcestershire to London, where it is cut and crafted into the finished product by skilled seamstresses in small quantities to avoid making excess stock that goes unsold.
5. Using fabric offcuts to make beautiful products
In the process of cutting fabric to make clothing, there is always a level of wastage, where scraps of fabrics are left over. We turn these fabric off-cuts into other items like hair scrunchies to minimise wastage in our supply chain.
6. Recyclable packaging and labels
We've made sure all of our packaging components are either recyclable, made from recycled materials or - ideally - both. From our mailer boxes and tissue, right through to to our care labels sewn into our shirts, we've made every effort to ensure we are making conscious decisions that reduce harm to the planet.
7. Recycling everything we use to ensure nothing ends up in landfill
We recycle anything we can't sell or reuse, with the help of recycling company First Mile. First Mile ensure that nothing goes to landfill, opting instead to recycle or resell the items it receives instead.