Impact
We are a fashion-forward purpose-driven brand dedicated to saving our planet and improving lives
We combine principles of design for the body, psychology, materials science, engineering, ergonomics, physiology and biology to create sustainable fashion that will power us to a bright future.
People need clothes and fashion is a beloved industry that’s part of our identity and economy despite its environmental and social flaws. In order to save the environment and treat people who live here better, we have to step up and push towards 100% sustainability through stages without upsetting the balance.
We’re working on being kinder to the planet we all share, offering high-quality products, working with partners that care for their employees and help create a better world through sustainable fashion.
How are we saving our planet?
Every purchase, big or small, has a footprint. With each purchase, you have a choice. You choose the size of the mark to leave on the planet, and we want to help you choose wisely.
Products handmade to order for better quality clothes that last
The better the quality, the longer the product lasts. All garments go through durability, wash, and wear tests to make sure they'll last. Producing long-lasting products means reducing new purchases. We work closely with our suppliers to produce high-quality products that will last many washes, while keeping the colors vibrant and the fabric soft.
Around 85% of all textiles produced by the fashion industry end up in landfills, making it a major contributor to environmental damage. One in every five garments reaches a landfill without being worn even once. By choosing this method of production, you choose apparel that's created only as the order is placed, creating less fabric waste than conventional manufacturing.
With our made-to-order approach, we can create as many collections as required on a monthly basis to satisfy the demands of society without harming the environment.
Providing carbon neutral products
We work with Green Story to calculate the CO2 emissions from each stage of our supply chain. This enabled us to measure our carbon footprint for each product and find the best suited carbon offset projects.
We also work with Eco Cart to offset the carbon emissions of delivering your orders from our production centres. Ecologi plants a tree on our behalf for every product sold.
Our approach for carbon neutrality is to offset our carbon footprint along our supply chain and to you by having a mix of Reforestation, Preservation, Renewable Energy and Community projects. We worked with Green Story to handpick projects based on their type, location, and benefits. Each project supports multiple UN sustainable development goals in addition to offsetting CO2. All our projects are rigorously verified and certified through The Gold Standard and Clean Development Mechanism (CDM). These independent verifiers make sure that the projects are working to deliver the benefits they promise.
It’s no coincidence that these projects are creating meaningful impact throughout the communities that our supply chain touches.
Limiting waste from textiles, plastic and packaging
92 million tons of textile go to waste each year. Traditional shopping chains produce items to sell, so they’re always manufactured in bulk to save money thereby creating more waste. Meanwhile, we only produce a garment when a customer places an order for it, creating items that already have a known buyer. This allows us to avoid over-production and textile waste.
We use only one poly mailer bag to package our products when we send them to you. Our envelope is made from 70% recycled film. This has helped to save more than 16 US tons of plastic in 2020.
Lower carbon footprint with more efficient production and shipping
4% of climate impact comes from distribution and retail. Our production partners have production facilities in North America and Europe. 78% of orders are delivered in the same region they’re produced. Having production close to our customers is good for the planet as it lowers our carbon footprint eliminating the need to move bulk orders around the world.
Recycling the clothes we produce
We take responsibility for the clothes we produce by offering a lifetime product warranty. By buying from us, you are not only buying a quality product that will last, but also buying into the future of sustainable fashion. We reward our customers with discounts when they send their products back to us for recycling rather than to the landfill.
Efficient production technology
The technology used to make our clothes is made with sustainability in mind, and our equipment uses almost zero wastewater and less energy, lowering our carbon footprint.
Environmentally friendly inks
The inks we use are approved by the Global Organic Textile Standard (GOTS). We use biodegradable vegan NeoPigment inks that are water-based, toxin-free and non-hazardous. They are certified with an OEKO-TEX Eco Passport.
Recycling fabric waste
Despite being able to reduce fabric waste in 2020 by 7%, we still have fabric waste from production. We use Geocycle and Martex Fiber to recycle fabric waste created during production in the USA. Geocyle creates cement using fabric waste and Martex Fiber turns textiles into reusable fiber materials, like green home furnishings, fill products, and green building materials. We are looking to find similar partners for our European production.
How are we creating a better world?
Fair labour
We choose the partners in our supply chain very carefully. We make sure that all our partners have fair labor practices, safe working conditions and environmental responsibility guidelines in place before working with them.
Creating meaningful impact throughout the communities that our supply chain touches
We worked with Green Story to calculate the CO2 emissions from each stage of our supply chain. This enabled us to measure our carbon footprint for each product and find the best suited carbon offset projects.
Our approach for carbon neutrality is to offset our carbon footprint along our supply chain and have a mix of Reforestation, Renewable Energy and Community projects. We worked with Green Story to handpick projects based on their type, location, and benefits. Each project supports multiple UN sustainable development goals in addition to offsetting CO2. All our projects are rigorously verified and certified through The Gold Standard and Clean Development Mechanism (CDM). These independent verifiers make sure that the projects are working to deliver the benefits they promise.
It’s no coincidence that these projects are creating meaningful impact throughout the communities that our supply chain touches.
Our 10 year happy world mission statement
From 2023, we intend to start investing in community projects in the UK, USA and countries affected by fast fashion.
How are we looking to improve?
Sustainable materials
We are currently looking into moving into using more sustainable materials. With activewear, finding the right material without compromising comfort or performance is hard.
Currently we use 82% polyester and 18% spandex which are great for performance and comfort. This combination is moisture-wicking, more durable and opaque, and has better stretch than cotton and other materials.
We are always on the lookout for new innovations in materials science through our trusted partners. By 2025, we are looking to switch to 82% recycled polyester and find an alternative to spandex.
Improved packaging
Our packaging currently uses 70% recycled plastic. We are looking to move to 100% recycled plastic by 2025.
Sharing what we learn with other companies
Our goal is to share the innovations and practices we find more efficient with other brands and companies so they too can benefit from our failures and successes.