UK lifestyle clothing brand Weird Fish has brought forward its ambitious sustainability targets of having 80% of its products using eco-friendly alternatives by 2023 to 2022, as more customers embrace its introduction of eco-friendly materials.
Following the launch of its ‘The Only Way Is Ethics’ sustainability policy in 2019, in 2020 the brand overachieved its 40% target with 55% of its products made from eco-friendly materials
The retailer has saved the equivalent of 120,000 single-use plastic bags in stores thanks to its grass paper bags which was launched in 2019. Over the past two years, the brand has also swapped out standard cotton with organic cotton yarns whenever possible, as well as widened the range of bamboo and Tencel fabrics.
John Stockton, managing director, Weird Fish, said: “You can never expect such a fundamental change to happen overnight – any changes and innovations need to be carefully researched, tested, and their success measured to understand whether they actually do what they are supposed to do.
“Our sustainability efforts are still a work in progress. We don’t claim to be a 100% sustainable brand, and we’re transparent about that on our website. But by making small steps and constantly adapting along the way, I believe we’re making realistic changes that will last long-term and help make a difference.”