Sustainability strategy

“Our sustainability objectives are focused around three key areas: Production, Education and Nature.”

Product and Production Methods

  • From 2024, a minimum of 50% recycled materials will be maintained as a core requirement and by 2025 we aim to have 70% of the range itself made entirely from recycled materials. We are confident that by working closely with our sustainably conscious and innovative suppliers we can meet this target.
  • We are currently developing a product that is 100% recyclable and aim to launch this in 2024.
  • All of our packaging and labelling is FSC certified, stickers and packing tape are biodegradable and polybags are 100% recycled & recyclable. We will continue to monitor innovations in the market for any areas that can further be improved.
  • Our polybags are certified 100% recycled and 100% recylable, eliminating virgin plastics. 
  • We are in ongoing discussions with our suppliers looking at alternative options to replace polybags entirely. 
  • In 2021 we launched a ‘Preloved | Reloved’ area on our website, where customers can purchased gently loved, ex-salesman samples and ex-photography samples. We encourage customers to send back their loved coats to be assessed and resold in exchange for vouchers to spend on a new coat. This creation of our own mini circular economy keeps our coats in endless circulation, enjoying bountiful adventures far far away from landfills ~ and with a solution to repurpose coats through our charity partner The Cowshed, not even the best loved coats will go to waste. 
  • We react to Global crises by sending coats to children in need, as well as supporting children closer to home with donations through The Cowshed.
  • In 2024 we hope to introduce small collections of accessories made using end of line fabric and offcuts to eliminate waste.
  • In 2021 we launched an initiative called ‘Tiny Corners’ sending seed-bearing lollipops out with each order. The biodegradable sticks could be planted to grow either a basil or elderflower plant, depending on the flavour of the lolly. This was an exciting concept for children that having enjoyed the flavour of their lollipop, they can then grow the flavour themselves. We want to teach children the meaning of provenance; to have a deeper understanding of where our food comes from. 

  • The concept behind ‘Tiny Corners’ is that everyone can have their own Tiny Corner of nature, regardless of access to green spaces. 
We hope to build on this project working with schools in under-priviledged areas, where children may not have access to green spaces.  

'Nature Create' is our creative corner with resources for parents; easy nature related hacks, creative projects and ideas designed to get children outdoors and engaging with nature. 


" As founders we are passionate about nature and are committed to galvanising the next generation to ensure they have a healthy balance of time spent in nature alongside the inevitable further rise of reliance on screen time. "

Everything we do comes back to connecting children to nature, nature is the one single most important resource available to children. It helps develop their inquisitive minds, it encourages imaginative play, it is proven to reduce anxiety and makes children feel happy. In an increasingly tech-orientated world, we want to play an important role in promoting less screen time and more nature time for children. By designing outerwear that gives children greater freedom to explore, we hope to extract them from the tangles of a social media, tech driven world and repatriate them in nature.
We feel passionately that children are the future custodians of our planet and it is our responsibility to give them the tools, the education and the motivation to explore, engage, love and cherish the natural world around them.