THE POSITIVE IMPACT OF OUR PRODUCTS

We’ve teamed up with Green Story, a sustainability platform helping us measure and communicate the positive environmental impact of our products. This will let you know what wonderful things you’re doing to help the planet when you choose to buy an item of organic cotton clothing. You’ll now be able to see on each of our organic cotton products the positive impact you’re making by choosing organic cotton clothing over conventional, non-organic cotton.

FIRST AND MOST IMPORTANT STEP: MEASURE

At Weird Fish, we have identified every step that goes into making our organic cotton items in our supply chain and partnered with Green Story to measure the impact of our products as accurately as possible - from the moment the cotton is harvested to the moment it arrives at our warehouse.

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OUR COMMITMENT TO MAKE POSITIVE CHANGE

We are actively taking steps in our journey to become a sustainable fashion brand; our aim is for 90% of our products to be sustainably sourced by 2026. Green Story is an excellent tool for us to use to help identify how we can make more positive changes within our supply chain, plus it allows you to see the impact of the clothing you’re considering purchasing! Green Story is an excellent platform that not only has helped us understand how to make more positive changes within our supply chain, but also allows you to see and learn about the environmental impact of the clothing you’re considering purchasing!

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OUR ETHICAL POLICY

WHAT ARE WE MEASURING?

Using Life Cycle Assessment methodology, Green Story have compared the environmental impact of our organic cotton clothing to conventional cotton, so you can see how much lower the impact of our clothing currently is. They have also looked at some of our products which contain organic cotton and recycled polyester to quantify the amount of plastic bottles have been saved from landfill.

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WHERE DO OUR SAVINGS COME FROM?

Choosing organic cotton helps reduce the amount of carbon, water and pesticides used in clothing production. Green Story conducted a Life Cycle Impact Assessment on 1kg of finished clothing and how it compared to conventional fibres. The assessment looked at the comparative greenhouse gas emissions, primary energy demand and blue water consumption savings from switching to organic cotton, and how many plastic bottles were saved from landfill from recycled polyester.

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Emissions are particles, substances, or radiation, released into the atmosphere, they are a key contributor to global warming and climate change. Green Story is helping us analyse the amount of emissions being produced and saved through our production chain, looking at the raw materials, production phase and the transportation of our products.

On average organic cotton produces 46% less CO2 emissions compared to regular cotton. The absence of chemicals during the farming process can reduce greenhouse gas pollution by up to 94% compared to conventional cotton production.

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Water is a vital part in growing cotton crop and by choosing organic cotton, you’re helping reduce water consumption within the fashion industry.

Compared to conventional cotton, organic cotton on average needs around 85% less water because of natural crop treatments and rainfed sourcing: organic cotton in fact, is grown without the use of synthetic pesticides, so the soil is healthier, the water less polluted, and absorbed much more efficiently by the soil because it’s in better conditions. All in all, organic cotton farming uses less irrigated water and up to 80% of the water used is rainwater.

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Organic cotton is grown without the use of pesticides, insecticides or herbicides, making it kinder to the planet and kinder to your skin than conventional cotton. Green Story have a comprehensive independent study on pesticide savings which they shared with us.

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Currently, a range of our products are made from both organic cotton and recycled polyester, which Green Story have also investigated.

More than 62 million tons of polyester is produced annually from virgin plastic, by switching to recycled polyester rPET, and utilising a material that already exists, you save emissions from oil extractions and avoid adding more new plastic to the planet . The largest portion of rPET comes from plastic bottles.

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WHAT DOES THE FUTURE LOOK LIKE?

At Weird Fish we are going to be looking into the rest of our fabric lines including bamboo, linen, recycled polyester, Tencel and more, to see where we can make improvements for our products to be 90% sustainably sourced by 2026. This will help you see the positive impact of the clothing you’re choosing!