Fashion lifestyle brand White Stuff has revealed its sustainability plans for the autumn/winter season, including a new Fairtrade Sourced Cotton collection as part of its commitment to using only sustainably sourced cotton by 2024.
The company claims to be the first UK lifestyle brand to have signed a three-year Fairtrade commitment to source cotton in an ethical way. As part of its pledge, White Stuff says it has been working closely with its suppliers and is moving towards organic and Fairtrade sources as part of its sustainable cotton sourcing strategy.
“The Fairtrade Sourced Cotton collection ensures that the farmers who sow, grow and harvest the raw cotton earn a fair price for their cotton and a Fairtrade Premium to invest in improving their communities,” the brand says.
In addition, as part of its ‘Doing Good Stuff’ project, White Stuff has partnered with Saitex, which claims to be “one of the cleanest and most sustainable factories in the world”, on a new range of sustainable denim.
Incorporating three core styles – skinny, straight and girlfriend – into its womenswear range, and two core styles – straight and slim – into its menswear range, White Stuff says each pair has been crafted using “only a fraction” of the water and energy used in conventional methods.
As part of the manufacturing process, each pair of jeans is made using 98% recycled water, before being 85% air-dried using the heat from the factory floor to further reduce energy consumption. In addition to saving water and electricity, the jeans also prevent environmental pollution as toxic by-products are used to make bricks for building projects within the local community.
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By GlobalData“We want to make a meaningful difference to the world and are working hard to improve the ways in which we produce our garments to reduce our environmental impact,” says Amanda Bunting, ethical sourcing and product sustainability manager at White Stuff.
In a final step, the brand has revealed plans to launch four new jackets into its new womenswear range, each made using insulation that is 100% recycled from up to ten plastic bottles.
“Recycling in this way consumes less energy, less water and uses fewer natural resources. In addition, the insulation is lightweight and super warm, so it’s a winner all round,” White Stuff says.
The autumn/winter collection will launch from September.
