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We've made a commitment to reducing the impact we have on our planet. We call it becoming responsibly better.

To do this, we’re finding ways to be more responsible and focused on sustainability in all areas of our business. We’re committed to helping our communities thrive and ensuring that all people touched by our business are treated fairly and with respect. We’re also striving to reduce our environmental footprint and protect our planet for future generations.

We've identified a number of priority areas and a range of time-bound commitments to keep us focused on where we can have the biggest impact, because we know that real change cannot happen overnight. This is not something we can achieve on our own – it requires us to partner with every team member, supplier, customer and NGO partner.

Learn more about our sustainability goals and commitments.


Responsibly Better in Four Key Ways

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Responsible Denim

We're working hard to ensure our denim is made with responsibly sourced materials and are incorporating recycled fibres where we can. For our range made with recycled cotton, textile waste is shredded, spun and woven back in with virgin cotton and elastane to make your new favourite jeans.

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Recycled Materials

We're committed to reducing waste and keeping materials in circulation by incorporating recycled materials into our ranges. Our activewear range made with recycled polyester contains plastic waste including plastic bottles.The plastic waste is washed, chopped, melted and spun into new fibres.

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Responsible Cotton

We're committed to sourcing 100% of the cotton for our own brand clothing, bedding and towels more sustainably. Through our membership in the Better Cotton Initiative, we’re supporting farmers to use water efficiently, care for soil health and biodiversity and respect workers’ rights and wellbeing. Our wide range of certified organic cotton products are made with cotton grown without harmful chemicals and in a way that builds healthy soil and ecosystems.

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Forest Friendly Fibres

Viscose fibres are made from trees. We’re committed to protecting and conserving forests for generations to come in the way we source these fibres. Our products are composed of LENZING™ ECOVERO™ branded viscose fibres made using wood pulp sourced from responsibly managed forests and converted into fibres using less energy and water compared to conventional methods.

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Look out for this symbol

When you see this symbol, you know this product has been made in a more sustainable way.

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