Spring 2025 Sustainability Update

We're marking the release of our 2024/25 Impact Report with our first Sustainability Update of the year! Read on to learn more about why we publish an annual Impact Report as we share some of the highlights with you…

What is an Impact Report?

In 2023, we became a Certified B Corporation. This certification reflects our ongoing commitment to balance profits with purpose - B Corps are businesses that meet high standards of verified social and environmental performance, public transparency, and legal accountability.

The ‘B’ in B Corporation represents doing better, something that resonates with us deeply: we are committed to doing better and being better, and we put this commitment at the heart of every decision we make as a business.

As part of this commitment, we publish an annual Impact Report detailing our accomplishments and setting goals for the future.

Sustainability Updates: Highlights From Our Impact Report

Our Fabrics

98% of our current collection was made from certified materials as of January 2024, including organic, recycled or lower-impact fabrics. The remaining 2% included deadstock styles made using fabric leftover from previous collections, as well as older styles that we are in the process of trading out of.

Natural fibres made up 94% of our collection in 2024, up from 84% in 2023.

We launched the Joanie shoe line last year, using only leather manufactured in tanneries audited by the leather working group to a gold standard.

In 2024, we launched our Joanie shoe line, which was a long time ambition of mine for the brand. The responses to the comfortable and fun shoes we’ve created was great, and we’re still plugging away at being able to offer a vegan friendly/non plastic version of these best selling styles, too.

Lucy, Joanie Founder

Impact Data

In 2024, we achieved a 56% reduction in carbon emissions from freight compared to the previous year.

We also started to prepare for the upcoming Digital Product Passport (DPP) EU legislation, which aims to increase product transparency. This legislation will require us to collect data across our entire supply chain, including carbon emissions and water usage. Digital Product Passports will contain all the information you could ever need to know about a product, from wash care instructions to circularity services and the journey that the product has taken to reach you. Each product will have its own Digital Product Passport with information specific to that product.

Our newly-promoted Sustainability Champion, Lucy, will work on collecting this data to set meaningful goals. We’ve started by calculating our carbon emissions, and we’re working towards collecting data on water use and waste. This is a huge undertaking, as it requires us to assess every step of our supply chain as well as our business as a whole. We’re working hard to achieve this, and we’ll keep you updated on our progress!

By focusing on sustainability in my new role, the team and I have already been able to achieve so much here at Joanie. This year, we’ve been setting the groundwork for more exciting things to come in 2025.

Lucy, Sustainability Champion

Charity Work and Volunteering

We raised a total of over £50,000 in 2024 through our active charity collaborations. Collectively, as a team in 2024, we completed over 130 hours of volunteering.

In 2024, the Joanie Team contributed over 137 hours of their time to good causes. This is something we intend to build on in 2025, but I’m extremely proud that our team have taken to this like ducks to water - thank you guys.

With the help of our Joanie Gals, we’ve done more than ever for charity this year. Our work with the Lady Garden Foundation has been particularly rewarding because it’s a subject that’s particularly close to my heart, raising funds and awareness for the five female cancers. The stories and messages of support we’ve received have been especially heartening. We’ve also championed causes closer to home, supporting charities and projects close to our office in Manchester like Emmeline’s Pantry and MUD, as well as longer term projects supporting those displaced by conflict.

Lucy, Joanie Founder

As with everything else we do at Joanie, your opinion matters to us! We’re keen to hear from you about our efforts to become a more conscious brand, and if there is something else you think we could do to improve, please get in touch and let us know.

Email us at: [email protected] with any suggestions!

Read our 2024/25 Impact Report here!