Clothes made Smarter

While we recognize that making garments has an ecological and sustainability cost, there are methods to be more efficient and leave a smaller impact.

We’re concentrating our efforts on the areas that have the most potential to contribute to more sustainable fashion – materials, design, waste, packaging, and extending the life of our products.

And this is only the beginning. There are more areas that we see as critical, and over the next two years, we will build strategies for water, chemicals, biodiversity, and microfibres.

Better materials

By 2025, we’ve set a lofty goal for all materials used in our clothing to be more sustainably produced.

We began by analyzing the materials we use through our brands and assessing their impact.

Polyester and cotton together account for more than 70% of the fibers we consume, so it’s critical that we address them first. That is why we have set a goal of recycling or sourcing these fibers more responsibly by 2025.

We’ve created a more comprehensive materials guide that details our top-of-the-line materials and preferable alternatives. This includes polyester, cotton, viscose, acrylic, and items derived from animals. We’ll keep it updated on a regular basis.

Across all of our brands, we’re aiming to simplify the process of communicating how goods are more sustainable.

Textile waste

Our clothes are crafted from precious materials, and we want to preserve them for as long as possible.

Due to our testing and repeat process, we generate relatively little ‘post-production’ waste. We purchase modest amounts of each item and reorder just the lines that do well. Additionally, we employ only one sample garment, as opposed to the normal three or more samples used by several fashion organizations.

We seek to divert textiles from landfills by reselling them, donating them to charities, upcycling them, or recycling them.

We currently have a variety of programs in place, such as donating samples to charity, collaborating with recycling partners to ensure that returns are handled properly, demonstrating alternative ‘ways to wear’ to help our customers get the most out of their items.

However, we are boosting up our efforts in this area, taking a more in-depth look and determining how we might collaborate with our clients to repurpose clothing and prevent it from ending up in garbage.

Sustainable design

While using more sustainable materials is one method to lessen the effect of the items we sell, we are also devoted to rethinking how we design things to seeevaluate if we can reduce waste, boost durability, or increase recyclability. As a fast-paced and new firm, this is an interesting area for us to experiment in and one that we believe our clients will enjoy.

Our teams are currently investigating antique textiles and upcycling offcuts, but we want to take this a step further and look forward to collaborating with others in the industry to establish concepts and standards.


We’ve already made significant efforts toward more environmentally friendly packaging. Our dispatch bags are made from at least 70% recycled material. Additionally, we are collaborating with a local supplier to develop clear polybags that contain over 70% recycled material.

Additionally, we’ll begin experimenting with alternate materials and eliminating packing entirely when possible.

Future focus

Our plan is divided into two phases. The first phase focuses on resources, textile waste, sustainable design, and packaging. These are the areas where we can have the most immediate influence.

However, we are aware that there are more critical concerns to solve, such as water usage, chemicals, biodiversity, and microfibres. We’ll work on them through our materials work and our participation in the Sustainable Apparel Coalition, Textiles 2030 in order to explicitly communicate our targets.