SUSTAINABILITY AT WEIRD FISH
THE ONLY WAY IS ETHICS
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 our range – some made from some very unlikely ingredients – not weird…just different.
We love clothes and fabrics that do good. Recycled polyester is making waves in the sustainable fashion movement. Using recycled polyester rather than traditional polyester reduces landfill, which means less soil contamination, air and water pollution.
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Viscose just got an eco-friendly makeover, meet the earth-friendly EcoVero™. EcoVero™ gets a big check on the sustainability spectrum, as this sustainably certified fabric is derived from renewable wood pulp using eco-responsible production. In comparison to conventional viscose production, EcoVero™ results in 50% fewer emissions and takes half as much energy and water. What’s not to love?
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What can we do with just bamboo? This fast-growing, replenishable grass doesn’t require pesticides, is it cut not uprooted so it’s kinder to soil and biodegradable. Its fibres can be spun and woven into a super soft fabric that’s kind to skin, has UV protection, moisture management & thermal control properties.
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Natural, renewable & biodegradable. Organic cotton farming avoids chemicals pesticides or fertilisers so it is better for the soil and limits ground water pollution. It uses 80% rainwater and creates 94% less greenhouse gasses than conventional cotton production.
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There is a reason this material has been around for so many years, loved by the Egyptians for its antimicrobial 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.
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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.
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EcoMacTM
Our signature slow spun, cotton rich Macaroni™ fabric just got greener. The new eco recipe is a mix of organic cotton, recycled polyester and natural viscose, It’s all part of our leap towards a more sustainable future.
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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.
POSITIVE IMPACT OF OUR PRODUCTS
We’ve teamed up with Green Story so 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 environmental impact and benefit you’re making by choosing organic cotton clothing over regular cotton.
BETTER FOR OUR FUTURE
It’s our first leap up the sustainability ladder, they’re small steps but we know there’s more we can do:
• Widen our use of sustainable fabrics such as Tencel and Bamboo across our entire range.
• Replace all of our cotton products with more sustainable organic cotton.
• Introduction of E-Receipts to cut down on paper consumption.
• Encourage more welfare schemes for factories to include childcare, education and housing.
• Continue to innovate, develop, source, manufacture and distribute fabulous products that are affordable, fun and truly capture that
authentic wear the weekend feeling.
• Introduce more recycled fabrics and cotton waste into our products and trims.
• Replace all our polyester with recycled PET.
LEAP ONE
Phase out plastic bags, use sustainable materials.
LEAP TWO
Increase use of sustainable fabrics and accessories.
LEAP THREE
Move to platinum rated ethical manufacturers.
LEAP FOUR
Wider partnerships with like minded organisations.