We passionately believe that we have a responsibility to each other and to the planet. We think about sustainability in everything we do, always trying to make the most sustainable choices. We make all of our styles in the most sustainable way because we believe in making products that are good for you and minimise our impact on the environment. We believe every business has a duty to have a positive social impact and to be a force for good in the world.

How we work sustainably:

- Packaging with eco-friendly materials
- Using sustainable fabrics
- Using only GOTS Organic Cotton
- Reduced transport cost with smart sourcing
- Planting Trees with Trees for Cities
- Using minimal / no dyes in packaging
- Funding research of Natural History Museum

Broadly speaking, fashion has had a negative environmental impact. But it doesn't have to be this way. Wherever possible, we use natural or eco-friendly materials and fabrics like GOTS Certified Organic Cotton, Eco Viscose, Econyl and Tencel. We're mindful that the production of fabrics has a meaningful impact on the environment and our climate.

For instance, we use Organic Cotton rather than non-organic cotton because regular cotton is one of the most treated crops on the planet. For 1 pound of raw cotton in the US, 1/3 pounds of synthetic fertilisers are used. 1 pound of raw cotton is roughly used to make a single t-shirt. In just one year in 2011, more than 2.03 billion pounds of synthetic fertilisers were used on cotton in the USA alone. Conventional cotton also utilises between 3 and 5 times more energy to produce than organic cotton. Organic cotton is superior to conventional cotton in terms of increasing biodiversity, mitigating climate change by elimination of intensive fertilisers, reducing water contamination and consumption, preserving soil quality, and reducing energy requirements. It's also very soft on your skin making it good for you and good for nature.