Weird Fish joins forces with Green Story in order to increase eco transparency

In partnership with Green Story, Weird Fish has added environmental impact metrics to its website. This will allow customers to see the positive environmental impacts of its products.

Customers will be able to see Weird Fish’s positive environmental impact, including how much water has been conserved, reduced car emissions and lightbulb energy, as well as the reduction in pesticide use, as a result switching from regular cotton to organic cotton.

You can see the positive impact metrics on the brand’s website for its organic cotton range. Weird Fish also stated that the iniative will be available across its bamboo, line and recycled polyester ranges in future.

John Stockton, Weird Fish’s managing director, stated in a statement that customer transparency is crucial in any sustainability journey, especially as greenwashing remains an ongoing problem. Customers have always been open with us about our inability to be 100% sustainable brands. Instead, we highlight our efforts to reach realistic goals each year.

“For example, we are working to make 55 percent of our ranges more sustainably by 2021, and our goal is to get to 90 percent by 2026. These metrics were created to encourage greener shopping habits, and more people to adopt our more sustainable ranges.”

Image: Weird Fish

Weird Fish launches positive environmental impact metrics for organic cotton products

Green Story calculated these metrics after a detailed lifecycle assessment of 1 kilogram of Weird Fish organic Cotton products. It also compared it to conventional fibres.

The company assessed the environmental impact of Weird Fish products, from the moment that the cotton is harvested until it arrives at its warehouse. This included calculating the amount of greenhouse gas emissions, primary electricity demand, and blue water consumption that was being reduced by the clothing brand’s production process.

Weird Fish’s Starshine organic Cotton printed jersey dress claims that it has a positive impact on driving emissions, 507.7 days of drinkingwater saved, 1,221.8 hours of light bulb energy saved and 2.8 square meters of land freed from pesticides.

Stockton said that related metrics were key in helping customers see the effect of switching from regular cotton to organic cotton. These metrics not only emphasize carbon dioxide savings, but also compare those figures to car journeys to provide a better sense of scale.

“The Green Story platform will help us identify ways we can make positive changes in our supply chain. This will be a key part our sustainability journey.”

Weird Fish’s sustainability policy, “The Only Way Is Ethics”, was launched in 2019. It has replaced standard cotton with organic cotton yarns over the past two years. On average, organic cotton production uses 88 percent less water than conventional cotton and consumes 62 percent less energy.

According to Green Story weird fish has experienced a 51 percent decrease in blue water consumption across its supply chains, compared to conventional cotton.

Weird Fish is an online retailer that sells clothing and accessories for both men and women. It has 15 stores and 300 stockists.

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