Our sustainability mission

The nature of fashion isn’t sustainable, but it can be eco-conscious. We know that the fashion industry has a pollution problem and we think that it’s important that we accept our share of responsibility. We’re focused on making positive changes to be the best that we can be for the planet.

We’ve never been one to follow trends. We’ve always created timeless collections, featuring styles that are made to be loved season after season. And, over the last four years, we’ve also been sourcing responsible fabric partners and using materials that are more considered. We’re currently in the process of replacing all the fabrics we use with eco-conscious alternatives.

Right now, 71% of our collection is made from eco-conscious fibres. That’s 29% to go.

Our Journey so far


53% of the fabrics used in our collection are eco-conscious.


We launched our first fully eco-conscious HALO collection.


The first styles made from recycled fibres were added to our main collection.


We launched our 100% organic cotton t-shirts (which are also Earth Positive).


We began using our deadstock fabric to create clothes for charities in India.


We started to ship orders in
biodegradable, recycled and recyclable packaging.


We launched our first eco-conscious swim collection, made from ECONYL® regenerated nylon.

Our eco-conscious fabrics

Recycled polyester

Recycled polyester, derived from discarded plastic bottles.

ECONYL® regenerated nylon

Repurposed nylon, sourced from waste that would otherwise pollute the Earth.

GOTS-certified organic cotton

Cotton grown without pesticides that harm the soil.

TENCEL™ Lyocell

Extracted from sustainably-grown wood. TENCEL™ is a trademark of Lenzing AG.

Our packaging

Our orders are sent out in biodegradable paper bags, and our clothes are packaged in film bags, made from recycled material which can be recycled again. So, please put all our packaging in your recycling bin.

Zero fabric waste

We take real care to make sure that our fabric never goes to waste. We use every scrap we possibly can in our collection, and if there is any left over, we donate it to charities in India that teach women how to sew. We also use our fabric off-cuts to make scrunchies that fundraise for the charity, Choose Love.

Our factories

The majority of our clothes are made in India, at the same family-run factory we’ve worked with since we first launched the brand. We’ve always had a close friendship and our production team visit them regularly.

We also work with factories in China, Turkey, Greece and UK. All of the factories we work with are hand-picked based on their values, ethics and working conditions.

Charity partnerships

Giving back to communities is something that has always been close to our heart. In the last few years alone, we’ve donated over £130,000 to charity through fundraising and donating profit. Since the business started, we’ve donated 1% of our total profit to charity.

Some of the charities we’ve worked with more recently include Women for Women International, Choose Love and Shelter. And, in 2022, we were nominated for the Business Charity Award for our partnership with Railway Children.

Stay wild , planet Earth