THE ONLY WAY IS
We don’t claim to be a 100% sustainable brand from top to tail yet - but we do believe there’s a better way of doing things. An approach that will have benefits for everyone – for us, for you, for our customers, partners and their employees, for our products and all our futures.
But rather than go on and on about CSR, ethical trading policies and ‘green’ sustainability strategies… we just want to tell you about how we are doing things we think are a little better.
BETTER FOR OUR PRODUCTS
Being ‘Famous For Fabrics' means we constantly search for interesting, innovative and different materials that look and feel fabulous. We now want to become ’Famous for Sustainable Fabrics‘.
With sustainability driving advances in textiles and fibres, we’ve been hard at work over the last two years introducing an increasing number of sustainable fabrics to or range – some made from some very unlikely ingredients – not weird…just different.
What can we do with just bamboo? This fast-growing, replenishable grass doesn’t require pesticides, is cut not uprooted so it’s kinder to the soil and biodegradable. Its fibres can be spun and woven into a super soft fabric that’s kind to skin, has great UV protection, moisture management & thermal control properties.
There is a reason this material has been around for so many years, loved by the Egyptians for its anti-microbial properties, it is one of the world’s strongest natural fibre so it lasts longer, plus being made from the incredibly versatile flax plant, nothing goes to waste.
The opposite of fast-fashion, our unique Macaroni fabric is slow spun for more fun! Long lasting wash after wash, with no need to iron, this triple twist yarn is the legacy of Weird Fish and will be with us for years to come. Wear it, wash it, love it, repeat.
Super comfy, beautifully cool to wear and biodegradable, Tencel fabrics are made from wood pulp from fast growing trees. The process that goes into making this more sustainable fabric has won Tencel a European Award for the Environment.
BETTER FOR OUR STORES AND THE COMMUNITY
It’s not just our factories and fabrics where we can see a better way of doing things.
We’ve almost totally phased out plastic carrier bags in store, by switching to an alternative made from grass. We are the first company in the UK to use these amazing bags, which are compostable, chemical free, use a fraction of water, and save up to 75% of Co2 emissions in production, compared to paper bags. What a find!
Customers can also now purchase our branded reusable, organic cotton canvas shopper at the till.
We’re saving customer returns and end of line stock from landfill by donating to charity “Newlife” for disabled children, they process and distribute to their special fashion stores to raise money for the charity.
We’re sending fabric offcuts, old trims and spare parts to fashion universities to recycle into garments for their projects.
Phase out plastic bags, use substainable materials.
Increase use of substainable fabrics and accessories.
Move to platinum rated ethical manufacturers.
Wider partnerships with like minded organisations.