We are working to build an environmentally responsible and sustainable business. We have started by adopting a single core principle

Durability = Sustainability

The best way to reduce the environmental impact from clothing is to manufacture fewer things and ensure that each item will last1. We design all of our garments to be worn for at least 2 years – that’s well over 100 times. In contrast, the average fashion garment is worn just 7 times before being discarded2. This requires a clear and stringent approach to textile development, garment testing and quality control, but minimises the total cost for the planet and our customers.

We still need to produce new garments, so we are committed to building an environmentally responsible supply chain We have adopted four core initiatives to ensure that the items we produce under our Squadkit brand minimises our environmental impact. We know we could do more and plan to add more initiatives over time but we are a small part of a giant industry. These initiatives let us make the biggest impact quickly and help us drive wider industry change.



We are true believers in the Better Cotton Initiative/BCI3. The Better Cotton Initiative trains farmers to use water efficiently, care for the health of the soil and natural habitats, reduce use of the most harmful chemicals and respect the rights and wellbeing of workers.

Target: We are committed to sourcing 50% of our cotton as Better Cotton by the end of 2020 


Where we can, we plan to move to using recycled polyester. At present this fibre is more expensive and often doesn’t perform as well as “new fibre”, potentially compromising our “Durability = Sustainability” principle. However, we are working with suppliers at the forefront of this technology. By the end of 2019 we have committed to ensuring that 10% of our polyester is sourced from recycled sources (principally plastic bottles). We are targeting 25% by the end of 2020.

Target: 25% Recycled polyester purchases by end 2020    


Water pollution through the dyeing and finishing process is a massive global problem. We ensure that all of the factories supplying fabric to our supply chain have full water treatment plants and are fully inspected and compliant with the most stringent environmental legislation3.

Target: 100% Audited compliance to Oeko-Tex 1004 by end 2019


We have set ourselves ambitious targets to reduce the use of single-use plastics throughout our supply chain. We need to be careful as often these plastics are protecting our fabrics or garments during transport and simply eliminating them would lead to more damage and wastage, easily outweighing the environmental cost of the plastics and compromising our core, “Durability = Sustainability” principle. Where we need to continue to use SUP’s we ensure that they are disposed of carefully and recycled where possible.

Target: 50% Reduction in SUP vs 2018 benchmark by end 2022