Little Mistress on three-year mission to make collections eco/plant-based

By

Nigel TAYLOR

Published
Dec 9, 2021

Womenswear producer Little Mistress has launched a three-year “conscious” strategy to bring eco and plant-based fabrics to the forefront of its collections.

With a target of having 70% of its designs "consciously made" by the end of 2024, it will begin integrating a host of plant-based, eco, biodegradable, and recyclable fabrics into its future offer.

The strategy “considers all levels of production, ensuring customers won’t have to compromise on the pillars the brand is renowned for: quality, value, and service”, it said. 

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The programme will begin with its spring drops in February with 10% of the new collection made from 100% Lenzing Ecovero.

The eco-friendly sustainable, fully biodegradable, alternative to traditional viscose is derived from certified renewable wood sources using an eco-responsible production process by meeting high environmental standards. Lenzing Ecovero fibres also claim to generate 50% less emissions and water consumption than standard viscose.

It will be available on its own website and via retail partners including ASOS, John Lewis, Next, and Zalando.

Then for summer, the collection will include “one of the most exciting textiles”, with its Orange Fibre Fabric.

A by-product from pressed oranges, the fabric uses up to 700,000 tonnes of citrus waste materials produced a year in Italy alone. Made by extracting the cellulose from the fibres, the textile is also enriched with citrus fruit essential oil through nanotechnology “resulting in a Vitamin C fabric that nourishes the skin like a non-greasy body lotion for an ultra-luxe fabric”.

Meanwhile, certified 100% organic plant-based fabrics from India will also be introduced including aloe vera, corn, sugar cane, banana, bamboo and eucalyptus.

Little Mistress CEO Mark Ashton said: “We can’t wait to finally introduce the steps we’ve been taking over the past year to integrate these changes into Little Mistress collections. It’s been a real challenge to refine the strategy into a tangible plan but we’re confident in the strides we’re taking to bring conscious, informed decisions to our customers.”