This autumn we've got our minds on earthly matters. Dirt under our nails and green on our fingertips. Back to our roots. Growing our own and doing it ourselves. Fresh air, fresh ideas, fresh picks. Clothes with a bit of the earth in them. Plant based fibres and floral prints. Soft organic cotton. Very good viscose. Giving thanks to Gaia and feeling at one with the flowers. Hugging trees. Staying grounded. As nature intended. Living the good life.
FAIR PLAY TO US
We like a good trade, when it's fair. A kilo of courgettes for a big bunch of rhubarb? Fairly fair. Heritage cucumber seeds for some leftover organic fertiliser? Fair enough. The cotton in our shirts for a guaranteed minimum price and a premium to support farming communities? Fairest of them all. In fact, we're currently the UK's biggest fashion retailer of Fairtrade Sourced Cotton (according to Fairtrade). So fair play to us.
We're very into viscose. It’s a sort of half man-made, half natural fibre that derives from wood pulp, and it's super soft and breathable. It's also a totally renewable resource, when it comes from responsibly managed forests (like our EcoVero™ viscose always does). In fact, we like it so much we sell beautiful EcoVero™ dresses in all our branches (sorry).
IT'S BECAUSE THEY'RE ORGANIC
Growing vegetables organically means growing them without chemical fertilisers or pesticides. Which is better for soil health. Which is better for the environment (healthy soil captures carbon, among other things). And means you can feel even more smug about eating them. It's the same with our certified organic cotton dresses. They’re a little more sustainable, so you feel good. They’re soft, cool and comfortable, so they feel good. And they almost never come out wonky or covered in dirt.
WE NEED TO DO BETTER
Around 50% of our menswear and womenswear contains more sustainable material like EcoVero viscose and organic cotton. But it really should be 100% (we’re working on it). At the same time, we’re making small changes that you might not notice. Like using more woven fabrics that last a little longer. Using recycled thread to stitch clothes, and recycled polyester to line pockets. What we’re saying is, we’re getting there. Bear with us.