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The Cost of Colour
As a sustainable fashion brand, we know that dyeing clothing can be one of the most energy-intensive and polluting steps in production. From the beginning, we’ve always ensured our colourful collections are dyed responsibly by working with suppliers that share our commitment to the environment, manage chemicals safely, and treat their wastewater to avoid causing pollution. We work with bluesign® and GOTS-certified dyehouses where possible and ensure all our products meet international chemical safety standards.
Featured: Women's Oversized Polo Shirt
Taking these important steps helps ensure the environment remains as vibrant and beautiful as the pieces you buy from us. Sadly, some factories lack these environmental safeguards and pose a severe risk to ecosystems and communities. Here's how it can impact them:
Water Waste
- Conventional dyeing consumes massive amounts of freshwater. As many dyeing factories are located in regions already facing water scarcity, this adds additional pressure on freshwater systems and the people relying on local water resources.
- After completing the dyeing process, untreated wastewater is often dumped into nearby lakes and rivers. In areas surrounding some textile dyeing factories in Asia, rivers have changed colour due to the number of chemicals dumped into them.
- Once in waterways, chemicals harm ecosystems and contaminate clean water sources, affecting nearby communities and aquatic life.
The Undyed Palette
Our new Undyed Palette is another step forward in our sustainability journey. Building on our existing responsible dyeing practices, it offers a new approach to creating the soft, sustainable basics you love. We like to think of it as another tool in our sustainability toolbox, helping us to reduce our overall environmental impact.
Featured: Classic Henley Long Sleeve
By mindfully skipping the dyeing process and refining what nature has created, we use less water and energy while eliminating the chemicals needed for dyeing altogether. For example, applying the Undyed process to 1 kg of our new SeaBlend fabric, on average, uses 40% less water and 33% less electricity.
Available in a range of sustainable materials, explore the Undyed Palette and embrace a less is more mindset this Earth Month.
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Create a Spring Capsule Wardrobe
By planting trees for every item you purchase, it’s our mission to plant 1 billion trees by 2030. Head to our website to learn more and begin your planting journey with 10% off.