Rolls of fabric in blue

2021 Initiatives

No one is perfect. We want to keep learning and reducing our impact. Here are some of the initiatives we have planned for 2021.

Group of people forming a circle

Design for Circularity

Every second, one full garbage truck of clothing ends up in the landfill. The culture of take, make and dispose is threatening our home planet. Instead, we need to design and produce clothing that can circulate in our economy for as long as possible.

Today’s textile recycling technology can’t separate a blend of material compositions, like cotton and elastane. This means that many of our current products can not be recycled at their end of life at this point in time.

That’s why we’ve analyzed our entire product range and started implementing circularity principles in our product design going forward. Where we can avoid it, we aim to not mix what we can’t unmix — and try to use a single material composition where possible. We have started using these principles for both our new product developments and for the re-development of selected existing products. For example, our new denim collection, tees, Oxford Shirts and Heavy Sweat are made without the use of elastane.

But there is still a lot of work to be done. During 2021, we’ll focus even more on implementing the principles of circular design, right through to the use phase. If you’re interested in learning more about our Circular Denim Collection, visit here.

Animated illustration with a truck unloading trash.

The Take-Back Program

Designing for circularity is a first step, but it’s far from enough. We also need to play an active role in developing an ecosystem that can make our products completely circular.

When we launched our Circular Denim collection in January, many of you asked about how to make sure that this denim can be recycled at its end of life. And we’re so pleased you showed interest in this. This year, we are working on developing a concept for a take-back program. In doing so, we’re committed to taking an active part by assuming responsibility for the post-use phase of our products. This is what’s referred to as an extended producer responsibility.

We’re going to analyze our current business model from top to bottom and develop a blueprint of what we need to change in order to become more circular. In particular, we’re going to focus on the end of life of our products, and see how we can recover these to reuse, repair or recycle them for future use in our own supply chain. This will be difficult, no doubt. But we are committed to doing the work that needs to be done. We aim to start out with a pilot take-back program in late 2021 or early 2022.

A Net Zero Carbon Emissions Commitment

At the end of 2019, we committed to achieve Net Zero emissions by 2025. While we are already carbon neutral certified, we realize that this is not enough. As you’ve read earlier, during 2020 we focused on calculating the carbon emissions of our entire company as accurately as possible – taking into account our upstream production processes, our office footprint, transportation, consumer use, and our product’s end of life footprint.

We have done this because our ultimate goal is to find new ways to reduce our emissions where possible. Now that we have an overview of our emissions, and where and how they occur, the real work starts.

We’re aiming to find ways to collaboratively reduce our emissions. We’ve taken a first step by collaborating with WWF© to convert approx. 6 hectares of land into regeneratively grown organic cotton, and this will help to draw down a significant amount of carbon from our atmosphere.

Animated number zero, formed by small bubbles which represent the CO2 emissions

The Regenerative Cotton Project Continues

Our partnership with WWF© to convert cotton farming into regenerative cotton farming runs for the next three years. With this pilot, we aim to build a model of regenerative agriculture that includes respect for both people and planet.

Our ambition with this is that this model can be replicated across other parts of Turkey and we hope to encourage others to do the same. Currently, the WWF© team in Turkey is meeting with different cotton farmers in the Büyük Menderes Basin to find a suitable farm, and they are educating farmers around the basin about the importance of regenerative farming practices. Throughout the year, we will keep you updated on progress in Turkey and share our learnings with you.

Without your help, this project wouldn't have been possible in the first place — so thank you for your support.

Reducing the impact of our
returns process

As we grow, not only has our production footprint increased, but also our shipping. And with an increasing number of consumers moving online, the number of returns and exchanges have also increased.

Every department here works with a set of KPIs for both People and Planet, and that’s why our Customer Love team is looking into creating more awareness and education about the environmental impact of returns.

As we always want our clothes to fit perfectly, a main focus of ours will be on improving our sizing and our size guides with customer feedback data. We’re also analyzing the environmental impact of different shipping methods and calculating the carbon footprint of each individual purchase and experience in order to make sure that we can reduce our impact across all areas of the business.

Old packaging box for Organic Basics products

Old packaging

New packaging box for Organic Basics products

New packaging