Time is of the essence. Here’s how our actions will unfold into the future and beyond.

Being our Best is about real, measurable change. What it’s not about, is marketing. Nothing about the information provided here is geared to drive product sales or acquire new audiences. There’s nothing pretty or trending about it. It’s raw, total transparency – a look into where we’re excelling and where we’ve got plenty of room to grow. Honesty is the best policy, and few brands can raise their hand and admit to total truth. What does the word sustainable even mean in a world of misleading claims and light suggestions? And when did appearing to participate in the conversation become more important than taking direct action?

Our Commitments

For each fundamental, we have set specific targets, metrics, and commitments. These are all based on scientific data, so we measure our progress on an annual basis. There’s nowhere to hide.


100% Supply Chain Mapped by 2025
100% COC Signed Annually
100% T1 Ethical/Social Audit by 2024
100% Supply Chain Ethical/ Social Audit by 2027
Inclusivity Metrics Defined by 2024


100% Total Responsible Fibers by 2029
100% Responsible Cotton by 2025
50% of Responsible Cotton to be Regenerative by 2030
10% of Responsible Cotton to be Recycled by 2030
20% Organic/Regenerative Linen by 2023
100% Responsible Cellulose by 2029
No synthetics by 2027 (all synthetics used prior to be responsible by 2024)
20% Organic/Regenerative Hemp by 2023
100% Responsible wool by 2025
1 x Regenerative Wool Pilot by 2025
1 x Innovative Fibre Pilot by 2025
M+E Repair Kit by 2023 DISCUSS THIS
Scope 1 - 2 Domestic Carbon Neutral by 2023
Scope 1-3 Domestic Carbon Neutral by 2025
1 x Wool/Cotton Pilot for Farm-Based Fibre Footprint by 2027
100% Packaging Home Compostable by 2022


First Annual Impact Report 2024
Launch Understanding Webpage aimed at Educating our Customer


Establish Two Climate/Fibre Focused Partnerships in 2024
2024 Commence Supply Chain Social Advocacy Project Stage


Being our Best requires a robust accountability framework promoting a process of continuous improvement. The objective? Tangible, measurable outcomes. No metric will be left misunderstood. Metrics uncover trends, and this data is our key to accelerated improvement; critical insights exposing the factors that set us back or pushed us forward. All long-term trends will be made public via our annual Impact Report. Our success, mistakes and most importantly what we learnt will be laid bare for others to understand, share, and succeed.

We’re all in this together. Here is our framework summarized:

Our Roadmap

2023 is our year of baselining. We are currently collecting and analysing data sets to finetune our roadmap … we’ll keep you updated.