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Clothes.Made Smarter

We know there’s an environmental and social cost to producing clothes, but there are ways we can be smarter and leave a lighter footprint.

We’re focusing our efforts in the areas that stand to deliver the biggest impact on creating more sustainable fashion - materials, design, waste, packaging and finding ways to keep our clothes in use for longer.

And this is just the start. There are other areas we know are important, so we’ll be developing plans over the next two years on water, chemicals, biodiversity and microfibres.

Better materials

We’ve set a bold ambition for all the materials we use in our clothes to be more sustainably sourced by 2030.

We’ve started by analysing the materials we use across our brands and understanding the impacts of these materials, using sustainability insights from WRAP and the Sustainable Apparel Coalition.

Together, Polyester and Cotton account for over 80% of the fibres we use, so it’s important that we tackle these first. That’s why we’ve set a target that by 2025, these fibres will be recycled or more sustainably sourced.

We’ve developed a better materials guide, which sets out our priority materials and preferred alternatives. This list covers polyester, cotton, viscose, acrylic and animal-derived products. We’ll update it regularly.

Across all our brands, we’re working on communicating how products are more sustainable in a simple way. Where customers see the READY FOR THE FUTURE mark, they’ll know that this product meets one of our sustainability criteria, and we will clearly communicate how it meets this criteria on our websites.

Textile waste

Our clothes are made from valuable resources and we want to keep them in use for as long as possible.

Our test and repeat model means that we have very little ‘post-production’ waste. We order small quantities of each item, and only re-order the lines that are selling well. We also only use one sample garment, compared to the typical 3 or 4 samples used by some fashion companies.

We want to divert textiles from landfill through re-sale platforms, through charitable donations, through upcycling or recycling.

We already have a number of programmes in place, whether it is donating samples to charity, working with recycling partners to ensure our returns are handled in the right way, showing our customers different ‘ways to wear’ to get the most our of their garments, or signposting our customers to ReGain. Our brand Nastygal works on vintage ranges, repurposing old clothing into on trend vintage items.

But we are stepping up our work in this area, getting a more in-depth view and looking at how we can work with our customers to give clothes a second lease of life and ensure these fabrics don’t end up in landfill.

Sustainable design

Better materials is one way that we can reduce the impact of the products we sell, but we are also committed to designing products differently to see if we can reduce waste, improve durability or increase recyclability. As a fast paced and young business this is an exciting area for us and an area that we are excited to innovate in and an area our customers will love.

Our teams are already looking at vintage fabrics and repurposing offcuts, but we want to step this up and are looking forward to working with others in the industry to develop ideas and standards.