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Earth Month: The Kind Shopping Guide
by Millie Richardson
Taking steps towards being conscious consumers is super important if we’re to look after our beautiful planet and the people on it. We’re here to make those steps as easy as possible by championing fair pay and safe environments for garment workers, upping our use of more sustainable fabrics and helping you make more mindful shopping choices without compromising on the style you love. 💚
If you’ve come across our Kind range before (clothes made with planet-positive practices at their core), you’ll probably already be aware of all this. But what you might not know is that we’ve made some bold pledges too, like becoming climate positive by 2040 and using 100% more sustainable cotton by the end of 2022 – pretty great, right?
With Earth Month upon us, we’re taking the opportunity to showcase some of our fave Kind pieces to prove dressing well doesn’t have to cost the Earth. 🌍
1. Blue Roll Hem Hanya Boyfriend Jeans - £33.99
Something we’re incredibly proud of is that 100% of our jeans are Kind, meaning each pair is made with more sustainable fabrics or recycled materials and over half the range is created using innovative Jeanologia technology (a process that uses on average 65% less nasty chemicals and water, and has saved a massive est. 184 million litres since 2020). Our fave pair RN? This effortless ripped boyfriend style. 👖
Shop now2. Red Mushroom Charm Hoop Earrings - £4.99
We’re all for reducing waste and are currently in talks with our waste-management providers to achieve our ambition of zero waste to landfill. As part of this, we’ve started to incorporate recycled metal into lots of our jewellery — including these cute mushroom earrings. If it’s playful ‘70s vibes you’re going for this season, look no further. 🍄
Shop now3. Black Leather-Look Stitch 2 Part Block Heel Sandals - £29.99
We have to shout about the fact 95% of our shoes are registered by The Vegan Society and completely animal free. On the hunt for your new cruelty-free sole mates? Take a cue from Emily Atack and make these '90-inspired chunky sandals your go-to on warm-weather days. ☀️
Shop now4. Blue Ditsy Floral Frill Sleeve Split Midi Dress - £27.99
This ditsy floral midi is perfect for sun-soaked summer days and is made with ECOVERO™ — a responsible fabric that uses wood and pulp from sustainable forests and has up to 50% lower water impact compared with conventional viscose. On top of that, any water the fabric does use is cleaned before being returned to nature. 🌲
Shop now5. Blue Floral Grow Positivity Logo T-Shirt - £12.99
From the sky-blue shade to the uplifting motif, this responsibly sourced cotton tee is perfect for brightening up your casual collection for the sunnier months. If you didn't know, we’re partnered with Better Cotton with the aim of improving cotton farming globally. Better Cotton is sourced via a system of mass balance and is not physically traceable to end products. By choosing our cotton products, you’re supporting responsible cotton production and we're committed to sourcing 50% of our cotton as Better Cotton by 2023. 💙
Shop now6. Dark Brown Slim Rectangle Frame Sunglasses - £9.99
Plastics take years to decompose and can release harmful chemicals into our soil and water during that time. By using recycled plastic throughout our sunglasses range, we are reducing the amount of plastic waste that can end up in the environment, while serving up the ultimate feel-good summer accessories. These sunnies feel super retro with their slim rectangle frames and tortoiseshell-effect finish. Adding to bag in 3, 2, 1… 😎
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