Monsoon sets sustainability goals
today Oct 31, 2019
Monsoon has announced a series of sustainability targets and an investment in better practices as part of plans to put sustainability at the centre of the proposition.
The British fashion brand said that 50% of its clothing collection and 90% of its beachwear will be sustainable for Spring Summer 2020.
70% of all cotton used by the brand will be organic, compared to the current 30% share, while the proportion of eco-friendly viscose will increase from 60% to 65%, the brand said.
These improvements will set the stage for the company to manufacture 90% of its full clothing range in a more sustainable way by 2023.
“Ethical production has always been at the heart of Monsoon and, as we move forward, we want the sustainability of our products to become an integral part of our brand DNA,” said Caroline Jackson, head of design at Monsoon.
“We are currently driving an internal revolution to implement impactful changes.”
In a report, the brand highlighted its artisanal heritage, indicating that its first ever collection was made in Indian villages using hand-loomed cotton fabrics, organic vegetable dyes and artisanal block-printing techniques.
Over 50% of Monsoon’s denim is now made using sustainable materials, while 50% of polyester used in its knitwear is currently recycled.
The brand has also committed to increasing the share of sustainable children's beach products to 65% and the share of sustainable jersey pieces to 70%.
How is Monsoon going to achieve these targets? If its SS19 S.E.W collection is anything to go by, the brand will resort to responsibly sourced organic cotton; Ecovero, a planet-friendly viscose fibre; and denim with a reduced environmental impact. For AW20, the brand is looking into launching sustainable sequins and trims.
In addition, Monsoon is encouraging customers to return their unwanted items by offering £10 gift vouchers to spend on new purchases of £50 and more in return for clothing donations. All the donated clothes are given to charity or recycled, with all profits going towards Newlife, a charity dedicated to changing the lives of disabled and terminally ill children across the UK.
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