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JD Williams, a strategic brand within N Brown Group plc, has announced the launch of its sustainable, own-brand clothing range, Anise.
The women’s clothing collection has been designed in-house, and it has been created to enable JD Williams customers to add more sustainable clothing options to their wardrobes, without compromising on design, fabric, or quality.
The launch is part of N Brown’s wider sustainability strategy and commitment to ensure that all own brand products will be responsibly sourced by 2030.
All of the clothes within the collection have been produced using sustainable materials, including lenzing ecovero viscose fibres, and repreve recycled polyester, a material made from used plastic bottles.
Additionally, the denim within the collection includes recycled denim fibres and has been manufactured using approximately 65% less water than a standard pair of jeans. The finishing also uses a clay dyeing method, which is reportedly less pollutive than traditional methods, and natural trims including coconut buttons have been used.
To date, 30% of the group’s own brand products have sustainable properties, and the target for 2022 is to source 50% of its cotton from more sustainable sources, including Better Cotton, recycled cotton and organic cotton.
Sarah Welsh, CEO of Retail at N Brown, said: “The range aims to attract more eco-conscious shoppers, without compromising on style and value – something we know our JD Williams customers will love and appreciate. The collection is also an example of how we are continuing to grow the mix of our own designed products.”
Angela Gaskell, group Sourcing, Sustainability, Quality and Fit director at N Brown, added: “We are really proud of our Anise collection – not only is it our first own brand eco-fashion range, but it truly embraces a number of processes which are kinder to the planet. We believe online fashion should be sustainable.”
