Our founder Cat discusses the value of natural fibres and her personal wool standards.
I firmly believe that sustainability is a journey, signposted by trials, lessons, small wins and big milestones. When I founded treen in 2018, our destination was clear: to curate a killer wardrobe without killing the planet. Along the way, we’ve listened, adapted and continuously set new standards, always seeking creative ways to have a positive impact.
Over time, we’ve realised that natural materials are unparalleled in their sustainability. Since day one, we have proudly offered a range of organic cotton styles, produced without pesticides and using significantly less water than conventional cotton. However, it’s been impossible to ignore the glaring benefits of wool, a fibre we had previously dismissed as a vegan business. Wool is a magic material – durable, naturally heat-retaining (a key quality in chilly Scotland) and easily biodegradable, meaning it won’t linger in landfills and harm our planet.
As a business owner, I feel a deep responsibility for the pieces I sell. While I am excited by the innovative man-made materials emerging in fashion, the thought that plastic-based products will outlast us is troubling. That’s why I’ve decided to gradually guide treen towards a more natural approach. From AW24 onwards, we will offer a limited edit of ethical wool styles for men and women, selected with the same rigorous standards we apply to all our products.
"As a fashion retailer, we’re acutely aware of the role we play in making fashion consumption more responsible. By shunning fashion’s conventional drop model and working with brands pioneering new-age materials, we demonstrate that you can have a killer wardrobe without killing the planet."
Our collections may include animal-derived materials going forward, but we remain resolutely cruelty-free. Unlike leather and silk, wool doesn’t have to cost an animal’s life, and we will only stock pieces created using humane methods. Every knit we offer, now and in the future, will be guaranteed mulesing-free. Mulesing is a painful procedure in which infected skin is cut from the sheep while conscious, often used by breeders who prioritise the quality of the wool over the animal’s welfare. We encourage you, wherever you shop, to check that your wool knitwear is sourced responsibly to help end these harmful practices.
We have chosen not to stock products made from recycled wool and cashmere, as it’s impossible to trace these fibres back far enough to ensure they are fully sustainable and cruelty-free. However, we may consider introducing a limited number of preloved wool items. While we’re excited to broaden our offering, every item on a treen rail must uphold our duty of care towards people, animals and the planet.
Personally, I still maintain a plant-based lifestyle, but with a flexible outlook that respects our planet’s future and adjusts accordingly as new learnings come to light. For those who share treen’s vegan values, we hope you will continue with us on this journey. Rest assured that this is not the beginning of a snowball effect; we will never carry products made from dead animals. We are, and always will be, committed to finding a balance that aligns with our ethical principles.
– Cat Anderson, founder of treen
