Tewkesbury clothing retailer Weird Fish enhances eco transparency with new partnership

Weird Fish's Tallahassee Organic Cotton Printed Jersey Dress (Majolica Blue) -
Weird Fish’s Tallahassee Organic Cotton Printed Jersey Dress (Majolica Blue) – �40

Tewkesbury-based clothing brand Weird Fish has introduced environmental impact metrics to its website, in partnership with Green Story, the Dutch-based company which helps pioneering brands achieve a more sustainable way of doing business

Customers can now see how much has been saved in car emissions, drinking water, lightbulb energy and land pesticide usage as a result of a product being switched from regular to organic cotton.

Green Story has calculated the metrics following a detailed life cycle assessment of Weird Fish’s organic cotton products. The company analysed the volume of greenhouse gas emissions, primary energy demand and blue water consumption being saved through Weird Fish’s production chain.

John Stockton, Managing Director at Weird Fish, said: “Customer transparency is key in every sustainability journey, particularly as greenwashing continues to be an ongoing issue. We’ve always been honest with customers about not being an 100 per cent sustainable brand – instead, we highlight our initiatives to help us reach realistic targets each year. For instance, we’re working towards making 55 per cent of our ranges more sustainable by the end of 2021 and by 2026, our target is to increase that figure to 90 per cent.

“Our metrics are in place to help inspire greener shopping habits and get more people on board with our more sustainable ranges. Relatable metrics are key to helping customers clearly see the impact we’ve had from switching our products from regular to organic cotton. They not only focus on carbon dioxide savings, but also equate those figures to car journeys and drinking water to give a clearer sense of scale. The Green Story platform will also help us identify how we can make more positive changes within our supply chain, so will form a key part of our sustainability journey.”

Over the past two years, Weird Fish has swapped out standard cotton with organic cotton yarns whenever possible, in line with its ‘The Only Way Is Ethics’ sustainability policy. Organic cotton production, on average, avoids the use of toxic chemicals and uses 88% less water and 62% less energy than conventional cotton.

According to Green Story, when compared to the global conventional cotton supply chain, Weird Fish has achieved a 51 per cent  reduction in blue water consumption on average across all its supply chains.

Weird Fish’s new positive impact metrics are available to view at www.weirdfish.co.uk across its organic cotton range, with plans to roll out across its bamboo, linen and recycled polyester ranges in the future.