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Natural Instinct


We’re dedicated to staying true to our green-fingered roots, which is why sustainability will continue to be at the heart of everything we do. We’re mindful of our impact on the environment, and we’re committed to bringing prosperity to the communities who create our beautiful products.

We know the fashion industry needs to change the way things are done to have a positive impact on challenges the world faces. And that includes us, which is why we’ve looked at our goals for the future and will continue adapting the way we work. These are our commitments…


We care about the products we create, the people who make them and the impact they have on the environment. These three pillars are at the root of all our sustainability efforts.



Our recycled polyester is made primarily from plastic waste and since introducing this material at the beginning of 2019, we’ve saved over 2 million plastic bottles going into landfill. Our SS21 collection alone used the equivilant of around 140,000 recycled bottles!

We’ve worked with WaterHarvest to help deliver clean water to 150 families in Jaipur, India.

Partnership approach

We believe in working as partners with all our suppliers and we’re committed to growing and developing together. We’ve worked with many of them for over 20 years. By building these solid and mutual relationships we ensure our ethical working standards and environmental values are shared and upheld.


In order to protect our planet and the challenges it faces we need to continue adapting the way we work. We are committed to the following sustainability goals for the coming years:

For our products
  • 60% of our range has a sustainable element by 2024, and 100% by 2030.
  • 30% off our products in a closed loop or circliar economy by 2024
  • Recycle 10,000 tonnes of unwanted accessories by 2025
For our people
  • Empower 10,000 more women through trainings, financial literacy and help into management positions by 2023.
  • Improve the lives of 50,000 more workers by ensuring they feel safe, respected and fairly paid by 2023.
For our planet
  • By the end of 2021, we’ll define clear goals around reducing plastic in the packaging of our online orders*
  • 100% of raw material will be dyed in a sustainable way, using less energy, water and chemicals, by 2024
  • Our stores will all be single-use plastic free by 2022
  • All UK stores will use renewable energies by 2023
  • We will become Net positive by 2023, giving back as much to society, the environment and the global economy as we take.
*We know there's work to do with how we ship and package our products. We're currently investigating options and within the next six months we'll have a plan to ensure overall packaging is reduced in an enduring way. To do so, we're considering various packaging options and their overall impact on the environment, including production and recycling.