Sustainability focus areas
A recent report from Bain on how brands can embrace sustainable fashion emphasizes the need for brands to focus on durability and quality. Incidentally, "Durability" is one of the key tenets that the Ellen MacArthur Foundation also talks about in their vision for a circular fashion economy.
We have ensured that "Durability", both physical and emotional remains a key piece of our approach and consumer messaging. Physical durability is ensured by leveraging the best possible fabric for the style which can enable a garment to be worn multiple times. Making them in classic styles, ensures that consumers love them across seasons and years.
The second aspect was to ensure that we work with partners who had leading certifications to ensure that their processes adhered to the highest sustainability standards. This led us to working with partners who were GOTS certfied.