Sustainability has become a huge topic recently with customers rightly taking much more of an interest in the impact of their buying decisions on the environment.
Since I established Poetry, over 20 years ago, natural fabrics have been at the heart of our design and development process but in recent years we have been working to further improve our credentials in the area of sustainability. Initiatives include switching from generic viscose to a fibre called EcoVero which is a more sustainable version of viscose, moving into organic cotton and joining FairWear, an organisation that will audit our supply chain to ensure that the people involved in making our clothes are all well treated with proper pay, conditions and rights.
Why have we not been more transparent before?
I’m afraid lots of retailers see consumer interest in sustainability as a marketing opportunity, and as a result, lots of brands are making claims that might not stand up to close inspection. The challenge is that clothing supply chains are very long, spread around the world with many processes and companies involved along the way. As a business that is focused on the long term, we have chosen to be a little bit slower before making any claims which we can’t, hand on heart, stand behind.
Founder and Creative Director