The old model is broken
Nobody is responsible
The traditional fashion supply chain is linear, meaning there's no one taking responsibility for the clothes that we no longer want.
With the volume of clothes we now consume this means £140m worth of clothing are sent to landfill each year, in the UK alone *
We are responsible
By designing with the end in mind we aim to prevent any of our garments ending in landfill. Through our take-back scheme we take the responsibility so you don't have to.
We've created a set of circular design principles that we apply to the creation of all our products. Each has been informed by the Ellen MacArthur Foundation and Cradle to Cradle methodologies to ensure every item we create can either be recycled or biodegraded when you no longer want them anymore.
Through our circular model we have the following impact:
We have designed out waste, reducing the materials used in an item from the offset – minimising our environmental footprint from the design origin right throughout.