Sustainable Products Acting for our customers

We believe that normal should be just another word for sustainable. That’s why we strive to make our clothes responsibly and sustainably. This means that we’re always looking to make the best choices we can for our customers, so they don’t have to choose between what’s sustainable and what’s not. We want all our products to be the best they can be, designed and made with sustainability in mind. We source the most sustainable cotton that we can and ensure that all of our organic cotton is certified.  We focus on a variety of sustainable and recycled fibre sources, pioneer new circular fashion products, and ensure that the workers in our supply chain are treated with dignity and respect.

newborn collection


Our signature commitment to creating a more sustainable apparel industry lies within the cotton supply chain.


Our commitment to certified organic cotton supports the sector, as does our work buy Better Cotton Initiative (BCI) cotton, sourcing 100% of our down from the Responsible Down Standard (RDS) and our viscose under the Canopy Style Initiative. By shifting a significant part of the market, we can create and sustain the change we want to see and make sustainability the new normal. 

We made good progress towards our 2020 goals in 2016, sourcing more than 50% of the cotton we use more sustainably and creating the world’s first affordable GOLD level Cradle-to-Cradle CertifiedTM products. Our strong record of driving positive change in the apparel industry, together with a 176-year history of giving our customers the best clothing, makes us confident that we can achieve our ambitious goals. To succeed we will need to continually consolidate our efforts, accelerate our efforts and keep challenging the status quo.

Sustainable materials

Circular fashion

Product safety and quality

Our ambition: fashion with a positive impact

We want a future where sustainable apparel isn’t the alternative – it’s the norm. We can help create this by always working in a way that respects people, nature and the environment. Normalising sustainability means reimagining production processes throughout our supply chain. We must embrace the circular economy across the fashion industry, starting with designing products for their next use, while protecting ecosystems and providing dignified work for people. Products will be designed and created for their next life, and fashion will continually have a positive impact on our planet and its people. 

Read more about our work on circular fashion

Our 2020 goals put us on the right track to achieving this ambition, while bolstering and converging on initiatives and certification programmes that advance the industry in the medium and long term. We strive to:

  • Offer the most sustainable products we can, made with respect for those in our supply chain.
  • Continue to drive supply and demand for organic cotton and Better Cotton.
  • Source sustainable raw materials and use fewer unsustainable raw materials where possible.
  • Always respect animal welfare.
  • Pioneer circular fashion solutions and continue to incorporate circular design principles in our design and production.



newborn collection


Our 2020 goals


of our cotton will be more sustainable by 2020.


of all our raw materials, such as cotton, viscose and polyester will be sourced from more sustainable sources by 2020.

Increase Cradle-to-Cradle CertifiedTM collections in our retail stores.

Partner with Fashion for Good to support circular innovations in our supply chain.

Progress and challenges

Towards 100% certified organic cotton and BCI cotton

Our goal to use 100% more sustainable cotton forms the cornerstone of our approach to sustainability. Cotton is the raw material we use the most worldwide, making up 56% of the materials we use (or approximately 120,000 metric tonnes). 

This year, our commitment to organic cotton is as strong as ever, but the industry is struggling: despite increasing demand, farmers are moving out of organic cotton production – putting its supply at risk (SOURCE: OCA). We are working hard with our partners at the Organic Cotton Accelerator (OCA) to bolster the industry, secure supply and support the farmers. Because we’re determined to meet our goal while underlining our commitment to industry collaboration, we source Better Cotton in addition to organic cotton. In 2016, we switched from a bespoke programme called REEL to the more widely adopted Better Cotton Initiative. In one year, we increased our sourcing of Better Cotton from 0% to 20%.

Read more about our work on certified organic cotton

Read more about our work on BCI cotton

100% responsibly sourced down

We’re proud of reaching our target of 100% RDS-certified down in 2016. This year, our work will focus on further investigating our supply chain, understanding how to strengthen the RDS and supporting convergence with the Traceable Down Standard (TDS). 

Read more about our work on responsible down and feathers

Defining our way forward for recycled polyester

Polyester accounts for 21% of the material we buy worldwide. Although we currently use recycled polyester in some of our products, we have yet to set concrete targets and a strategy that links it to our work on raw materials and circular fashion. We will start this work in 2017.

Read more about our work on polyester


Protecting natural resources along the way

This year we’ve made big strides in our commitment to sourcing more sustainable cotton, which makes the biggest contribution to reducing our overall carbon, water and chemicals footprint throughout our value chain. We are now accelerating our work on man-made cellulosics such as viscose, which comprises 10% of the fabric we use. After announcing a global commitment to the Canopy Style Initiative in 2016 and setting up an approach to source only verified fibres in China, we are rolling out the programme globally in 2017. 

Read more about our work on sustainable viscose and cellulosics

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