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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.
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Selling style, not just clothes
We believe in fashion to express your values, tastes, preferences, personality and creativity. This goes beyond following (and adopting) trends. We provide opportunities for our customers to wear their values. A key driver in the success of our anti-trend buying habits is quality of fabrics. We pay close attention to the materials our brand use (there are two references to materials in our Code of Conduct; more on this in our People pillar). You can find a breakdown of the materials used in our entire collection below.
Vegan and Cruelty-Free
Recycled Materials (Post-Consumer Products and Recycled PET)
Natural Materials
Mono Fibres
Vegan Leather
Bio Leather Alternatives
In 2024, we will invest 1% of our profits into three initiatives that are pioneering new-age alternatives to animal-derived and oil-based materials.
LEARN MORE ABOUT THE INITIATIVES WE'RE SUPPORTING IN 2024
VEGEA™ promotes the integration between chemistry and agriculture through the development of new eco-sustainable materials. By leveraging the use of renewable sources, as an alternative to non-renewable fossil ones, their production processes rely on vegetal and recycled raw materials.
Materials made with CIRCULOSE® are made from textile waste instead of new cotton, oil or wood. It is a next-generation material made by recovering cellulose from worn-out clothes and production scraps.
Textile-to-textile fibre regeneration is now a reality. Clothes made with their regenerated fibres can be recycled with other textile waste and reborn again as Infinna™. Infinna™ is completely biodegradable and contains no microplastics to clog our oceans and seas.
Choosing organic is important for the future of fashion
Waste
Adhering to nature's seasons, rather than the fashion calendar
Since our inception in 2019, we've never adhered to fashion's conventional drop model. We buy in limited quantities, as and when they are released. We excite our customers with new arrivals when they are available. While the novelty of new undoubtedly influences purchasing behaviour, our products are made to last. You'll often see the same coveted styles reappear the following year in new colourways.
Made-to-order
When we buy from our brands, our order isn't immediately dispatched from an over-filled warehouse. Instead, the brands initiate production to create exactly what we need. On average, we place orders 6 to 12 months in advance of delivery.
This style of buying suits us. Like our customers, we buy once and buy well. Due to the limited quantities they produce, it's not often possible to restock.
When it's gone, it's gone
Our buying team use their intuition to forecast demand. They make sensible, strategic decisions about what to order and in what quantities. The goal is to ensure nothing is left on the rail.
From 2024, we will report the total value of unsold clothing twice per year (in March and September). If there is anything left, we will host a Sample Sale to ensure those products find a forever home.
SUMMARY
Goals
2024
- Reduce petroleum-based materials by 1% (currently 3% of the collection)
- Decrease the percentage of recycled materials in favour of organic materials (currently 23% of the collection)
- Report the total value of unsold clothing twice per year (in March and September)
- Host another Sample Sale to ensure there's no unsold clothing
- Host 4 pop-ups throughout the year to bring our community closer to the very best slow fashion and lifestyle brands
CONTINUE READING
Section three: Prosperity
Introduction • People • Planet • Prosperity • Conclusion