We prioritise renewable energy, mindful recycling, textile conservation, and eco-friendly packaging. Each step we take is a stride towards a more sustainable future.


Protecting our garments during transit is essential, which means we utilise a significant amount of packaging. However, sustainability remains at our core. Back in 2018, we eliminated the use of folding paper in our garments, resulting in an impressive carbon saving of 36,934kg annually. For context, that's equivalent to the emissions of a London bus over 1,846 days! With online shopping forming a major part of our operations, our choice in packaging is pivotal. We've opted for E-com bags that are not only 100% sustainable but also biodegradable and recyclable, crafted from FSC® Mix Certified Paper.

Our actions align with the UK Plastic Pact's targets for 2025. Here's how we commit:

  1. We aim to eradicate problematic or unnecessary single-use packaging, exploring redesign, innovative solutions, or alternative delivery models.
  2. Ensure that 100% of our plastic packaging is reusable, recyclable, or compostable.
  3. Strive for 70% of our plastic packaging to be effectively recycled or composted.
  4. Maintain an average of 30% recycled content in all our plastic packaging.

For more on the UK Plastic Pact, click here.


Waste reduction and sustainable practices are central to our ethos, especially at our retail locations. In collaboration with First Mile, a leading waste management service, we've made significant strides in our recycling efforts throughout 2022. Key highlights include:

  1. Waste Management: We've achieved a notable 52% recycling rate for the waste we generated at our shops & head office. This demonstrates our commitment to ensuring that recyclable materials are indeed recycled, rather than ending up as general waste.
  2. Landfill Diversion: Through diligent sorting and recycling practices, we've successfully diverted 4.1 tonnes of potential waste away from landfills. This not only reduces harmful emissions but also ensures that recyclable materials are put to better use.
  3. Carbon Savings: Our proactive waste management and recycling practices have led to a reduction of 6.4 tonnes in CO2 emissions. This is akin to planting a substantial number of trees or reducing thousands of miles driven by an average car.

Our achievements in 2022 underscore our unwavering dedication to sustainability. By investing in effective recycling strategies and partnering with First Mile, we are not only reducing our ecological footprint but also paving the way for a greener future in retail.

Minimising Textile Waste

Textile waste reduction is at the heart of our operations, and we've established multiple strategies throughout our production and sales lifecycle:

  1. Pre-production: We maximise the use of resources by employing end-of-roll fabrics for prototyping and sample creation during the design process.
  2. Recycling Offcuts: Any leftover fabric and scraps at our head office are responsibly recycled through First Mile's textile collection service.
  3. Factory Overages: Instead of letting overproduced items go to waste, we channel them directly to our retail shops for replenishment or offer them to our external wholesale clients.
  4. Managing Deadstock: Items from past seasons, overstock, or samples aren't discarded. They find new homes through end-of-season sales, sample sales, or by donating to charitable causes.
  5. Charity Donations: Garments that have minor defects but are still functional are donated to charitable causes, ensuring they're put to good use.
  6. Repurpose Initiative: At the heart of our commitment to garment circularity, our Repurpose Initiative champions the reimagining and repurposing of textiles. Through this effort, we not only aim to reduce waste but also to breathe new life into materials, ensuring that every piece in our collection has the potential for a second chapter.


While the majority of our environmental and social footprints are embedded within our products, energy consumption stands as our second most significant impact. Recognising this, we've taken decisive steps to address it. Every one of our locations, from our head office to our warehouses and stores, is powered by renewable energy, harnessing the sustainable forces of wind turbines and tidal energy. By choosing these green energy sources, we're not just limiting our carbon footprint, but actively pushing for a more sustainable and eco-conscious future in the fashion industry.