Green Story

We’ve teamed up with Green Story, a sustainability platform helping us measure and communicate the positive environmental impact of our products. 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. By identifying every step that goes into making our organic cotton items in our supply chain we can measure the impact of our products - from the moment the cotton is harvested to the moment it arrives at our warehouse.


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.



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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Recycled Polyester


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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Our ranges extend into other fabric lines including bamboo, linen, recycled polyester, Tencel, Eco Viscose and more. Currently 69% of all our products are made from sustainably sourced materials, which we intend to increase each year.

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Our Fabrics

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Our Planet

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Ethical Policy

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