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Our Planet Friendly Collections

17 Apr, 2023

Mother Nature Approved

Our collections are always inspired by nature and as textile producers, we feel a responsibility towards the environment, making sure we look after our people and the planet. We strive to consider our impact on the environment in all aspects of our business, from the products we create and their lifecycle to how we can improve our packaging and reduce our carbon footprint.

Be inspired to live every day in a more environmentally friendly way by curating a home adorned with textiles which tread lightly on the planet. Read on to discover what makes a fabric sustainable, the environmentally friendly textiles we use and our sustainable collections.


What makes a fabric sustainable?

A sustainable fabric is a fabric that is sourced from renewable, recycled or natural materials and made using an ethical manufacturing process. Creating our beautiful products from sustainable fabrics contributes to reducing our impact on the planet, our environment and future generations. Where possible, we source textiles from sustainable suppliers who are credited with internationally recognised certification standards. These standards provide transparency thoughout the production process and include GOTS, Standard 100 by OEKO-TEX and DOWNPASS certifications.

While fabric makes up a large portion of the environmental impact of our products, key elements of textile production also need to be accounted for, such as water consumption, greenhouse gas emissions and waste. We consider every step of the process when creating fabrics and products, to ensure we’re minimising our environmental and social impact.

The sustainability of fabric extends to how items are repurposed or recycled once you no longer have a use for them. Our collections are made from biodegradable fabrics, providing you with peace of mind when you’re ready to move on.


Sustainable Fabric: Organic Cotton

Organic cotton is cotton grown without the use of pesticides, insecticides, herbicides and genetic modification. This makes organic cotton safer for the local growers and producers to work with, better for the local wildlife by reducing pollutants in the environment and better for your skin.

To ensure our production process is aligned with our sustainable and ethical values, we collaborate with suppliers who carry OEKO-TEX Standard 100 and Global Organic Textile Standard (GOTS) certifications. These standards keep suppliers accountable, which creates a more transparent supply chain.


Sustainable Fabric: Linen

Linen is a pure, natural and sustainable fabric made from the cellulose fibres of the flax plant. The whole plant is used when creating linen fabric, resulting in minimal wastage during production. In most cases, flax plants need little watering compared to cotton. A linen shirt uses 6.4 litres of water on average for manufacturing, compared to cotton which uses 2,700 litres on average. Linen is incredibly durable due to the strength of flax fibres, creating bed linen, homeware and clothing – which if looked after properly, will offer you years and years of enjoyment. And the more you launder your linen, the softer it becomes, making it a beautiful fabric to wear and wake up in.


Organic Cotton Collection

Sleep better in bedding made from soft, breathable and toxin free certified organic cotton. Our thoughtfully designed range of certified organic cotton bedding includes duvet cover sets, sheets, pillowcases, duvet inners and mattress toppers.

Our Purity organic cotton bed linen collection feels wonderful to sleep in. Our Purity duvet cover sets, sheets and pillowcases in classic colours and simple stripes offer beautiful, sustainable and easy care bed linen for all the beds in your home. Complete your organic bed with a soft organic cotton duvet inner and comfy organic cotton mattress topper for a blissful nights’ sleep.


Linen Collection

Fall in love with the relaxed softness of pure linen for a beautifully simple and sustainable bed. Our Loft Linen collection includes duvet cover sets, sheets and pillowcases in fresh white, soft natural and a range of seasonal hues.

Our Loft Linen is crafted from a responsive certified European linen fibre which will keep you cool in summer and warm in winter. Loft Linen is soft and breathable and the more you launder your linen, the softer it becomes, making it a lovely place to wake up in.


Plastic-Free Packaging

We’ve embraced fabric packaging throughout our business to lessen waste and reduce landfill. Since 2006, our customers have received their purchases in a free cotton laundry bag instead of a plastic shopping bag. Our laundry bags are made using our seasonal prints and are loved by our customers as a collector’s item for storing linen, shoes and many other uses. We’ve replaced plastic sale bags with reusable canvas bags and since 2015, most of our bed linen has been packed in fabric packaging rather than single-use plastic packaging.

We’ve redesigned our garment packaging, removing individual plastic bags to eliminate plastic completely from our garment process. A large part of our business is e-commerce which requires parcels to be delivered, traditionally in single-use plastic bags. All our online orders are now shipped in biodegradeable corn-starch courier bags. We aim to eliminate all plastic packaging by 2025.


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