Ethics and Sustainability

Underneath our brand name you will often see our slogan 'We Care'. The ethos behind our brand is to show we care about people and their well-being, but we also care deeply about our environment, the wildlife and what's happening to our incredible planet. We are mindful that our finished products are at the end of a long production chain involving people, processes, materials and equipment. So whenever we can we are ensuring that the process is as kind as possible to the people involved and the environment. We are making deliberate decisions about who we work with, how we work and the products we use.

On a personal level, as Lucy has a chronic illness, we have also done a lot of research on how the environment can impact health. Chemicals used in some of the 'fast-fashion' processes are not only harmful to the environment but can also have a detrimental effect on health. Therefore, we are extremely mindful about our choices as a small business and will strive to continue to learn and improve.

Our little mantra reflects what we are trying to do:

CARE: We care about our planet and the people on it and want our little brand to reflect this.

SHARE: We want to share with you what we can about the product you are buying; transparency is key. 

DARE: We dare to make a difference, dare to be different and dare shout about it.

WEAR: We want you to wear our clothes with confidence, knowing they have been made in a responsible and ethical way.

Most of our products carry internationally recognised certificates and/or labels. Not sure what all the jargon means? Here's our quick guide. Please click on the links if you would like to find out more:


WRAP - Worldwide Responsible Accredited Production - All of our hoodies are made in WRAP certified factories. This means they are regularly monitored and inspected by independent experts who are dedicated to promoting safe, lawful, humane and ethical manufacturing around the world.    FWF - The Fairwear Foundation -  You will see the Fairwear label on many of our products. Our Fairwear approved manufacturer has been identified as a leader in the field and accredited with Fair Wear Leader status. The FWF is a non-profit international organisation that aims to improve workers' conditions in the textile industry and regularly inspects factories for fair and safe working practices.  

PETA - People for the Ethical Treatment of Animals - This logo was established to label products that no animal had to suffer for. We are proud that nearly all our clothing is PETA approved vegan, this means you can be confident that no animal tests were carried out on ingredients, formulations, or finished products. As complete animal lovers this is something we are passionate about, and are pleased to be able to offer you products that align with our values.

GOTS - Global Organic Textile Standard Organic cotton cares for your skin and the environment; it's a natural, GMO-free fibre that uses less water than standard cotton. In addition, its production does not involve the use of chemicals (no fertilisers or pesticides) and encourages rotation of crops to keep soil healthier, more fertile and maintain humidity. Waste from the cotton ginning process is also recycled for the animal feed industry. GOTS ensures the strictest certification for textiles made from organic fibres by tracking the entire chain of production from farm to factory: from harvesting of the cotton, weaving of fibres, assembly of items, to the final product. 

OEKO-TEX - Standard 100 - If an item of clothing has the Oeko-Tex Standard 100 certification, you can be certain that every component has been tested for harmful chemicals or toxins and it is therefore harmless for human health. It is one of the world's best-known labels to give you 'confidence in textiles'.

CARBON TRUST - EarthPositive Low Carbon Footprint label - This label indicates the carbon footprint of products has been reduced by some 90% and the calculations were certified under the PAS2050 standard by the Carbon Trust. The reduction in CO2 has been achieved by a combination of low-impact organic farming and manufacturing facilities powered by green renewable energy. 

Eco-Friendly Ink - All our clothing is designed by us here in Yorkshire, and everything is decorated in the UK. Wherever possible, we use eco-friendly inks. When we have labelled a product as 'printed with eco-friendly inks' you can be reassured that we have used water-based NeoPigment™ inks which are absolutely free of heavy metals, formaldehyde and Alkylphenol Ethoxylates (APE), making them non-hazardous, non-toxic and biodeg­ra­dable.


Packaging - We minimise all our packaging as far as possible and what we do use is eco-friendly; we avoid plastic, use recycled cardboard and our colourful tape is eco-friendly and fully recyclable (so you can pop it in with the paper recycling!) We are continuously looking for improvements and are looking to move towards fully compostable packaging options for the future.

We have even bought a bike (with a cute little recycled basket!) to deliver clothes locally... not sure how that's going to work in a Yorkshire winter but we'll give it a go!

The Future ... we want to make the right choices so are listening closely to the experts in this field. We are hoping to bring you more organic products soon and are even looking to introduce a recycled clothing range in the near future... watch this space!