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 (the £4 million we've given to charity since 2010, our ongoing partnership with Fairtrade, our commitment to using organic cotton). The stuff we're going to do (like mapping and reducing our carbon emissions and ensuring 100% of our clothing contains better, more sustainable materials by 2024). And the stuff we've only just started to think about.

We’ve always tried to use lower impact materials like organic cotton wherever we could. And we’re proud of our achievements. But we know that it’s not enough just to do what we’ve always done. That’s why, in 2023, we’re looking at everything again. How fabrics are certified and how they impact the planet across their entire lifetime. From farm to shop to your wardrobe.

We're working with award-winning sustainability consultancy Anthesis. Together, we're measuring the carbon output of our entire business according to the globally-recognised Science Based Target Initiative framework. We're tracking everything from the raw materials we use to make our clothes, to what happens when you've finished wearing them. And they're helping us set concrete reduction goals.

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.