Doing good.

Making a positive difference is at the heart of what we do.

The responsible glossary

We're collaborating with suppliers to source responsibly, and explore innovations in fibres and materials wherever we can. Here's a look at what we're supporting today.

Sustainably sourced cotton

We're committed to only sourcing cotton that's produced in a way that's kinder to the planet and improves the livelihoods of the people who produce it.

Africa Cotton Program - Our first sustainable cotton program, launched in 2014 in Kwale County, Kenya, with the aim to train farmers in sustainable farming practices and help create a pathway out of poverty. We're committed to purchasing 100% of the cotton that is produced. This program is now expanding to more farms across Kenya and Mozambique.

Australian Cotton - Australia is one of the most water-efficient cotton growing countries in the world, thanks to a range of innovations including reducing evaporation and precision irrigation. We're supporting our homegrown cotton industry which provides employment for more than 12,000 people Australia-wide, supporting local families and their communities.

Better Cotton Initiative (BCI) - BCI is a not-for-profit organisation dedicated to raising the sustainability standard of cotton production globally. Better Cotton is grown in a way that uses water efficiently, cares for soil health and natural habitats, reduces the use of harmful chemicals, and improves the lives of farming communities. Better Cotton is sourced via a system of Mass Balance and is not physically traceable to end products. Learn more at

Recycled cotton - Made by turning discarded textiles into new cotton yarn, which helps divert textile waste and reduce our reliance on virgin cotton. Recycled cotton generally comes from two main sources:

  1. Pre consumer waste, such as scraps and leftovers created by yarn and fabric by-products or
  2. Post-consumer waste, such as used clothing and upholstery. For all recycled materials, we partner with suppliers who are certified to the Global Recycled Standard (GRS) or the Recycled Claim Standard (RCS).

Organic cotton - Grown using natural processes that protect the health of the soil and the communities who grow it. Organic cotton doesn't allow the use of toxic chemicals and fertilisers, or genetically modified organisms (GMO). We partner with suppliers who are certified to the Global Organic Textile Standard (GOTS) or the Organic Content Standard (OCS), so you know that the claims can be trusted and traced back to the source.

Reduced water washing

Traditional denim washing processes use a lot of water - a finite resource we can't afford to waste. We've worked closely with our key denim suppliers to explore innovative technologies that can achieve the same final result with a much lower environmental impact.

Ozone wash - G2 Ozone technology uses oxygen to generate ozone gas, which has natural bleaching capabilities. It substantially reduces the consumption of water, energy, chemicals, enzymes and stones.

Laser - This technology can achieve precise, repeatable bleaching and can replicate wear effects without water, chemicals or stones. It also helps to eliminate harmful processes that affect workers' health, such as sandblasting, hand sanding and potassium permanganate sprays.

Nanobubble - Also known as e-Flow system, this technology transforms oxygen into nanobubbles of air that act as a carrier to apply various finishing effects with minimal amounts of water and chemicals.

Natural drying - Rooftop drying systems help to reduce the need for machine drying, which uses a lot of energy. This is done by integrated hangars that move garments around to dry them.

More responsible materials

Hemp - A natural fibre that's highly renewable, fast-growing and requires significantly less water to grow than cotton. Hemp plants are natural pest repellents, so there's no need for pesticides, herbicides or chemical fertilisers. It can be blended with other natural fibres to create fabrics that are durable for longer wear and stay super soft.

Recycled nylon - Industrial waste makes up a large part of recycled nylon production. This can include discarded fishing nets, recycled PET and fabric waste. Sourcing recycled nylon helps to repurpose waste and reduce the environmental impact of producing new nylon. For all recycled materials, we partner with suppliers who are certified to the Global Recycled Standard (GRS) or the Recycled Claim Standard (RCS).

Recycled paper - Made by turning discarded paper and cardboard into new products again. Using recycled paper helps to close the loop by keeping existing materials in circulation, and reduce the volume of trees needed to produce new paper materials. We partner with suppliers who are certified to the Forest Stewardship Council (FSC), Global Recycled Standard (GRS) or the Recycled Claim Standard (RCS).

Recycled polyester - Most commonly sourced from waste PET material - that's the stuff in plastic bottles. Recycled polyester helps to reduce plastic waste and prevent it from ending up in our oceans and landfills. It can also be sourced from used textiles such as clothing and upholstery. For all recycled materials, we partner with suppliers who are certified to the Global Recycled Standard (GRS) or the Recycled Claim Standard (RCS).

Responsible viscose - Viscose fibres that are sourced through certified supply chains, ensuring raw materials come from responsibly managed forests. This includes branded viscose fibres like LENZING™ ECOVERO™, which meet high environmental standards from raw materials to production, distribution and disposal.

Vegan friendly - We work with suppliers to ensure that all our vegan-friendly products are PETA-Approved Vegan. That means: No animal testing, non-animal materials, and no animal-derived ingredients are used in any part of the production process. Vegan testing and spot checks are conducted in mills and factories to make sure that every vegan-friendly product meets the standard.