White Stuff reveals sustainability plans for AW19

By

Barbara Santamaria

Published
Jul 4, 2019

The White Stuff is launching three new sustainable ranges for AW19 as part of its Doing Good Stuff sustainability plan.

These include a Fairtrade Sourced Cotton collection, a denim range made in partnership with one of the world’s cleanest factories, and jackets with 100% recycled insulation.

The new product ranges join the fashion retailer’s pledge to using only sustainably sourced cotton by 2024.

Launching in September, White Stuff said the new additions reflect the positive steps it is taking towards becoming a more sustainable brand.

The Fairtrade Source Cotton collection will give shoppers assurance that the farmers who sow, grow and harvest the raw cotton earn a fair price and a Fairtrade Premium to invest in improving their communities.

The Saitex Denim range made in partnership with Saitex, a Vietnamese manufacturing firm dubbed ‘the world’s most sustainable denim producer’, will include three styles for women, including skinny, straight and girlfriend,and two styles for men - straight and slim. The brand said each pair of jeans is made using 98% recycled water, before being 85% air-dried using the heat from the factory floor to further reduce energy consumption. This means manufacturing uses only a fraction of the water and energy used in conventional methods.

Finally, the White Stuff womenswear range is getting four different jackets made using  insulation that is 100% recycled from up to 10 plastic bottles.

Commenting on the new launches, Amanda Bunting, ethical sourcing and product sustainability manager at White Stuff, said: “We want to make a meaningful difference to the world and are working hard to improve the ways in which we produce our garments to reduce our environmental impact. We look forward to sharing more exciting news with you as we continue our journey towards becoming a more sustainable brand.”

The Autumn/Winter collection will launch from September.