Anti-Poaching + Sustainability Transparency.

Something that is so important to us is that the brand has a positive impact, no matter how big or small. Fashion normally gets a bad rep (justifiably) for the damage it has done to the planet. 

Beyond the usual sustainable sources and consciousness towards the environment lip service that most businesses give out, we wanted the brand to have a real impact. We have a number of pledges and initiatives that we follow:

 

-Anti-Poaching: Earth's Animal Protection Initiative

As a nation, the UK commits £7,500,000 a year to tackling the illegal wildlife trade, and we want to do our part too. A portion of all profits is paid to the Akashinga, aka 'The Brave Ones'. This is an all-female, anti-poaching, armed special operations force that is defending the last of the rhinos and elephants in Africa. 

This money is spent on weapons and ammunition used to fight back against these poachers on behalf of animals who are otherwise defenceless.

Beyond this, the money also helps the women "buy property, build a house, send their children to school, get a driver’s license, finish high school, enrol in college, and thoroughly provide for their families." - Iapf.org

Link if you would like more information and donate yourself: https://www.iapf.org/akashinga

 

-Regrow Earth Programme: Every Order Plants a Tree

With our Regrow Earth Programme, for every purchase you make, a tree takes root. Together, we're reforesting and revitalising our planet, one order at a time. 

We contribute a % of each sale towards tree planting because reforestation efforts revive natural habitats, improve coral reef health, support local livelihoods, and aid in the fight against climate change by extracting CO2 from the air. 

 

Trees are planted by Eden Reforestation Projects in partnership with thegoodapi.com.

 

-Recycling Packaging Commitment: Earth-Friendly Packaging Only

Our Earth-Friendly Packaging Commitment means you'll receive your order in a more eco-friendly 100% recycled mailer designed for shipping sustainably. Made from recycled plastics, this poly mailer gives plastics already in circulation a second life, making it a better alternative to single-use plastic mailers. Our recycled mailers have a second adhesive strip so that the mailer can be reused once more easily, and once done, you can recycle it where soft plastics are accepted. We are soon to start rolling out compostable mailers to further reduce our environmental impact. 

 

Waste Reduction Commitment: Minimised Inventory for a Greener Planet

Our commitment to waste reduction is clear. By maintaining a small inventory, we minimise waste and environmental impact. Plus, we love upcycling old and unusable products into something beautiful. If you are an avid upcycler, connect with us on Instagram; we would love to see unusable stock be turned into something else, free of charge!

 

-Sustainable Shipping: Avoiding Air Transport for a Lower Carbon Footprint

While sustainable shipping practices are important, this initiative may have a somewhat lower impact compared to the others on the list. However, it's still valuable for reducing emissions and supporting eco-conscious delivery options.

 

-Sustainable Sourcing Pledge: Local, Ethical. 

Currently, the factories we use promise minimal waste and sustainable sourcing of materials. However, we want to improve this and try to use more localised manufacturers. If you are EU-based and part of this industry or manufacturing, connect with us.