Clothing retailer Weird Fish introduces new environmental measures

In partnership with sustainability platform Green Story, British clothing brand Weird Fish recently introduced environmental impact metrics to its website. This approach aims to increase transparency with its customers on the positive environmental impact of its products. Consumers will be able to see Weird Fish’s impact on the environment – like how much the company has saved in car emissions, clean water, light bulb energy and land-based pesticide use. The retail company has also switched from regular cotton to organic cotton to follow the sustainable measures. Positive impact metrics can be viewed on the brand’s website across its entire organic cotton range at this time. In the future, Weird Fish also plans to add this initiative to its bamboo, linen and recycled polyester lines.

John Stockton, Managing Director of Weird Fish, said, “Transparency to customers is key to every sustainability journey, especially as greenwashing continues to be an ongoing issue. We’ve always been honest with our customers about not being a 100% sustainable brand. Instead, we highlight our initiatives to help us achieve realistic goals each year. In more detail, he said, “we are working to make 55% of our ranges more sustainable by the end of 2021 and by 2026 our target is to increase this to 90%. Our measures are in place to help inspire greener shopping habits and involve more people in our more sustainable ranges.

Green Story analyzed the impact of Weird Fish’s products from the time the organic cotton is harvested and brought to the brand’s warehouse. The company calculated the total volume of greenhouse gas emissions, primary energy demand and blue water consumption saved through the clothing brand‘s production chain. Stockton added that “relevant metrics are key to helping customers clearly see the impact we have had by switching our products from regular cotton to organic cotton. They not only focus on carbon dioxide savings, but also equate these numbers to car journeys and drinking water to give a clearer sense of scale.

The Green Story platform helps Weird Fish identify how they can make more positive changes within their supply chain to be a key part of their sustainability journey. Over the past two years, Weird Fish has replaced standard cotton with organic cotton yarn wherever possible. 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, Weird Fish has already achieved a 51% reduction in blue water consumption on average across its supply chains. Weird Fish is a multi-channel retailer of clothing and accessories for men and women, with 15 branded stores, 300 stockists and an online channel.

Anne G. Cash