My Basket
We have made a long term commitment to using fabrics from more responsible sources across the Joanie range. As of January 2025, 98% of our current collection is made from certified materials, whether that’s organic, recycled or lower impact fabrics. Unless otherwise stated, all percentages we give refer to the outer fabric and to the majority fibre in a composition.
We maintain the principle that where a more responsible alternative exists at our price point, we are committed to using it in the production of our garments. We’ve committed to being transparent about where our fabrics and fibres have come from and keep our followers up to date with regular blog posts, social posts, and our quarterly sustainability update newsletter.
Cotton
As of January 2025, 42% of the current Joanie collection was made from cotton.
Cotton is a natural fibre that is farmed, spun into yarn, and then knitted or woven into soft, strong fabrics that are breathable, absorbent, and washable - cord, denim, jersey, sweatshirting, twill, and velvet are some of our favourites!
Commercial cotton production brings economic benefits to the low-income regions where it is grown, but it can also bring serious environmental and social problems. We want to make sure that we continue to contribute positively by improving our supply chain and the lives of the workforce within it. Read more about our commitment to upholding our ethical and environmental standards on our supply chain page.
51% of the cotton used in the current Joanie collection is organic as of January 2025. Evidence suggests that organic cotton has half the global warming potential of conventional cotton, and the growth of organic cotton promotes healthier soil and cleaner water through the reduced use of pesticides and insecticides. We are committed to increasing the percentage of organic cotton we use across all our collections.
Viscose and Modal
As of January 2025, 44% of the current Joanie collection was made from Viscose or Modal.
Viscose and Modal are cellulosic fibres derived primarily derived primarily from wood pulp. We are working with our manufacturers and fabric suppliers to create a supply chain that is focused on using cellulosics derived from more responsible natural sources. When not responsibly sourced, viscose accelerates deforestation, uses harmful chemicals in its production, and contributes more to greenhouse gas emissions than cotton production.
100% of the Viscose and Modal products in the current Joanie collection are made using more responsibly sourced fibres including LENZING™ ECOVERO™ Viscose fibres, Livaeco™ Linen and TENCEL™ Modal fibres. LENZING™, ECOVERO™ and TENCEL™ are trademarks of Lenzing AG. We are committed to maintaining this percentage by only using more responsibly sourced fibres for all our future Viscose and Modal developments.
LENZING™ ECOVERO™ Viscose
27% of the current Joanie collection made with either Viscose or Modal fibres are made using LENZING™ ECOVERO™ Viscose fibres as of January 2025.
LENZING™ ECOVERO™ Viscose fibers are made from wood, a natural and renewable raw material carefully sourced from responsibly managed forests. TENCEL™ Modal and LENZING™ ECOVERO™ fibers are made with at least 50% less carbon emissions and water consumption compared to generic viscose and modal*.
*Results based on LCA standards (ISO 14040/44) and available via Higg MSI
Responsibly Sourced Viscose
30% of the current Joanie collection made with either Viscose or Modal fibres are made using Livaeco™ Viscose fibres as of January 2025.
Livaeco™ Viscose is a natural cellulosic fibre made from yarn derived from wood pulp. It is sourced from certified, responsibly managed forests. It saves water compared to generic viscose, increases forest cover, and reduces CO2 emissions.
Synthetic Fibres
As of October 2024, 6% of the current Joanie collection was made from other synthetic fibres.
The recycled polyester we use is completely derived from recycled plastic waste, including plastic bottles and other single-use plastics. The recycled polyamide we use is produced using both pre-consumer waste, such as processing scraps, and post-consumer waste, including discarded fishing nets, carpets, or other used textiles.
We are committed to reducing the amount of synthetic fabric used in our range and are working hard to find more responsibly produced and regenerated fabric options.
Recycled Polyester
As of October 2024, 94% of the other synthetic fibres used in the current Joanie collection are made from recycled polyester.
Recycled polyester promotes circular fashion, giving new life to non-biodegradable materials. Our recycled polyester comes from 100% recycled plastic waste, including plastic bottles and other single-use plastics, thus preventing them from going to landfill or the ocean. Recycled polyester has all the same benefits as virgin polyester (it’s lightweight, crease-resistant, and easy to wash), but the process of creating it emits fewer greenhouse gases and uses less water and energy.
Recycled Polyamide
As of October 2024, 6% of the other synthetic fibres used in the current Joanie collection are made from recycled polyamide.
Similar to polyester but less common, polyamides are a group of synthetic fibres known for their durability and ‘stretchiness.’ These characteristics make them well-suited for use in activewear, performance wear, and swimwear. The production of virgin polyamide is energy-intensive and relies on fossil fuel-derived chemicals, both of which have a negative impact on the environment. However, we are committed to only using recycled polyamide, which has all the same benefits as virgin polyamide but helps to decrease the dependency on fossil-based raw materials and reduces the waste material. Our recycled polyamide is produced using both pre-consumer waste, such as processing scraps, and post-consumer waste, including discarded fishing nets, carpets, or other used textiles. This helps promote circular fashion by preventing this waste from going into landfill or the ocean.
Blends
We understand that blended compositions are more difficult to keep in circulation - unless a fabric is made from just one fibre, it's difficult to separate them when recycling. Where it isn’t viable for us to use single-fibre fabrics, we said we’d follow this process:
Step 1 - Try to increase the percentage of the more responsible fibre within the blend.
Step 2 - Where possible, improve the remaining percentage of fibres to a more responsibly sourced option, e.g., replacing polyester with recycled polyester.
Offcuts & Deadstock
We work with our suppliers to reduce, reuse and recycle any offcuts and deadstock fabrics. All reusable offcuts are magically transformed into new garments or accessories, and as of January 2025, we have used 8980.56 meters of fabric to create limited-edition garments and accessories.
As we develop products, we're often sent samples and fabrics to check, test, and approve. We keep them until we've finalised a garment and have our 'keep sample' for the archive. The leftovers are donated to craft groups, schools, universities, and charity shops so they can be used again - we try to throw away as little as possible.
Animal-Derived Products
We will never use angora, down, fur or exotic animal skin in any of our products - read our Animal Welfare Policy in full here.
When developing our shoe line, we carefully consulted with our vegan Joanie customers at length, and the response was to proceed with leather footwear rather than synthetic substitutes. We are committed to using only ethically and more responsibly sourced options processed in tanneries audited to a gold level by the Leather Working Group (LWG), an organisation that promotes more sustainable practices in the leather industry. Read more about our shoe collection here.
