It's about trying to do the right thing by the planet and its people. Not taking too much and giving a little back. Looking at the world a little differently, and celebrating others who do that too.

It's about the stuff we've done (like measuring and committing to reduce our carbon output, partnering with Fairtrade, donating £4.6 million to charity since 2010). Which you can read about below.

We’ve always tried to use more sustainable materials wherever we could. And we’re proud of our achievements. In 2024 70% of our products contained material from certified sources. This is included 100% of our cotton fabrics (made from certified organic, Fairtrade or recycled cotton) and 90% of our viscose fabrics.

This year, we made substantial progress in the assessment of our emissions. Our Fibre Baseline Assessment was a deep dive into how we make our clothes. And it’s resulted in a clearer breakdown of our emissions and the areas where we can make the biggest changes.

In 2024, 100% of the energy we used in our shops and at our head offices came from renewable sources. Every e-commerce bags we sent out was made from 100% recycled content and was recyclable, and 100% the packaging waste at our warehouse was recycled.

We try to stand up for what we believe in (things like creativity, independence and self-expression) and to support others to stand up too. And we try to give something back (like 1% of all our profits, every year). We want everyone who works for us to be treated fairly. And we think the things that make you different are the things that make life interesting.