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Conscious Choice

Look for our Conscious Choice label to discover 1,000s of products crafted from at least 50% more-responsibly sourced materials (by weight, compared to conventional alternatives you can buy from us). You can find out more about what that means, right here.

SHOP OUR CONSCIOUS CHOICE RANGE

More responsibly sourced materials

Everything in our Conscious Choice range contains at least one of the more responsibly sourced materials below – they make up at least 50% of each product’s weight.
All our Conscious Choice products meet the minimum environmental standards set out in our responsible sourcing policies, too. They’re designed to limit negative impact on people, animals and the planet.
Find out more below about what makes our materials more responsibly sourced, compared with conventional alternatives you can buy from us – whether it’s the way they’re grown, harvested, made or processed.

Our organic cotton is certified to either the Organic Content Standard (OCS) or the Global Organic Textile Standard (GOTS). It’s grown without using synthetic fertilisers or pesticides, to promote healthier soil and safer working conditions for farmers compared with conventional methods.

Our responsibly sourced timber is certified by either the Forest Stewardship Council (FSC) or the Programme for Endorsement of Forest Certification (PEFC). These standards support forest conservation, biodiversity, soil and water protection. They can be applied to a wide variety of materials, from solid and processed woods to rubber, cork and rattan.

Man-made cellulosic fibres – including viscose, lyocell and modal – are derived from natural plant materials, most commonly wood pulp. We source these fibres through supply chains that are fully traceable from wood pulp to fabric. That means we can make sure the wood pulp comes from responsibly managed forests, and that the fibres are produced using lower-impact practices such as recycling water and chemicals.

Certified to the Responsible Wool Standard (RWS), our responsibly sourced wool comes from farmers and ranchers who are evaluated to strict requirements. These include land management methods that help protect soil health, biodiversity and native species; animal welfare standards; and guidelines around social welfare, working conditions and more.

Our responsibly sourced down and feathers are certified to the Responsible Down Standard (RDS). This helps mitigate the risks of down and feathers coming from animals subjected to unnecessary harm, and helps make sure animals are treated humanely.

Certified by the Alliance for European Flax-linen & Hemp, European Flax™ is a natural plant fibre that uses low-impact production methods and sustainable agricultural practices to help minimise negative impact on the environment.

Using recycled plastic helps conserve the planet’s crude oil reserves and reduce our carbon footprint, compared with manufacturing virgin plastics. Recycled plastics can come from waste such as plastic bottles, and can include polyester, polyethylene, polystyrene, acrylic and nylon.

Manufacturing recycled metals – from aluminium, steel and copper to iron, tin and zinc – helps conserve the planet’s mineral resources and reduce our carbon footprint, compared to manufacturing virgin metals.

Using recycled natural fibres – from cotton to leather and feathers – helps us reduce our reliance on virgin materials. Growing virgin cotton, for instance, has a big water footprint, and using recycled cotton helps reduce that impact.

We use other recycled materials such as ceramics, glass and mixed fibres – a recycled cotton and polyester blend – in some of our Conscious Choice products, too. The benefits include less energy use, for instance in the production of recycled glass compared to virgin glass.

Certified recycled materials

Using recycled raw materials can help cut down the amount of waste that ends up in landfill, and helps us work towards a more circular economy. All our certified recycled materials align with the internationally recognised Global Recycled Standard (GRS) or Recycled Claim Standard (RCS).
These standards are a way to verify the recycled content in a product by documenting the material’s chain of custody. This is important, because raw materials can travel around the world during their production process, whether it’s to be spun, dyed, woven, cut or sewn. A scope certificate is used to document the nominated standard, manufacturing processes and materials used within each recycled product. A transaction certificate is also supplied, to verify the recycled content composition right through the supply chain.
The three main objectives of the GRS and the RCS are: to align definitions of ‘recycled’ across different sources; to verify the recycled content in products; and to help brands and consumers make informed buying decisions.

We’re working to help make sure more products are reused or recycled. Find out more about our Takeback schemes – and how you can use them – here.

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Want to know more?

We know raw materials are only one piece of the puzzle, and we’re working on other long-term changes, too. Our goals include a 50% reduction in our tCO2e emissions by 2030 (from our 2019 baseline), and reaching net zero by 2040. Head to our corporate site to dive into the details and discover more about our commitment to being Good & Circular.

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