our ethical policy

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 FACTORIES AND THEIR EMPLOYEES

We plan to move more and more products to Platinum Level Green factories who offset up to 90% of emissions through wind, solar and steam power.

We have created a policy which sets out how our suppliers are to act and comply with our stance on ethical manufacturing and sustainability in all aspects of product development.

We are working with our factories to achieve the following targets;

ADDITIONAL ACCREDITATION:

  • SA8000 STANDARD - SOCIAL ACCOUNTABILITY
  • SEDEX - RESPONSIBLE SUPPLY CHAIN
  • OEKO-TEX
  • CERTIFIED TO OE BLENDED STANDARD ORGANIC EXCHANGE
  • GLOBAL ORGANIC TEXTILE STANDARD
  • CERTIFIED FAIRTRADE
  • ETHICAL TRADING INITIATIVE
  • BETTER COTTON INITIATIVE
  • RBON NEUTRA PRODUCT

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.

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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.


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 and 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.

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BETTER FOR OUR STORES, YOUR STORES… AND ALL OUR CUSTOMERS

It’s not just our factories and fabrics where we can see a better way of doing things.

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.

We’ve almost totally phased out plastic bags in store by switching to our paper alternatives and we’re looking to replace our garment bags with a 100% recyclable alternative.

And because it’s not just fish who need water and clean oceans, we’re even developing a better alternative to our paper store bags, coming soon.

Customers can also now purchase our branded reusable, organic cotton canvas shopper at the till.

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.
  • Introduce organic cotton in our cotton rich products.
  • 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 such as 100% recycled PET and cotton waste into our products and trims.

IT’S OUR REAL LEAP OF FAITH
Long live the fish

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