We have made a long term commitment to improve all of the main fabrics used across the Joanie range, and 98% of our collection is now made from sustainably sourced and certified materials, whether that’s organic, recycled or lower impact fabrics.
At least 50% of the composition of the material we make our clothing from is certified. Our next goal is to carry on improving this until all Joanie fabrics are made from 100% fully certified fibres.
We maintain the principle that where a more responsible alternative exists, we are committed to using it in the production of our garments. We publish as much information as we can and keep our followers up to date with regular blog posts, including seasonal updates from our expert sustainability consultant, Julia.
Cotton
As of December 2023, 41% of the current Joanie collection is 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. You can read more about our commitment to ensuring our supply chain is ethical and sustainable here.
57% of the cotton used in the current Joanie collection is organic as of December 2023. 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.
Viscose
As of December 2023, 43% of the current Joanie collection is made from Viscose.
Viscose is a cellulosic fibre 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 sustainable, natural sources. When not sustainably sourced, viscose accelerates deforestation, uses harmful chemicals in its production, and contributes more to greenhouse gas emissions than cotton production.
In 2023, 99% of our viscose products were made from sustainably sourced certified fabrics, such as LENZING™ ECOVERO™ & Livaeco™ Viscose.
The remaining 1% of our viscose products are older styles that we are in the process of trading out. It’s far better to sell through the remaining styles than to remove them from the site, as this creates unnecessary waste.
LENZING™ ECOVERO™ Viscose
60% of the viscose used in the current Joanie collection is LENZING™ ECOVERO™ certified as of December 2023.
LENZING™ ECOVERO™ branded viscose fibres are derived from controlled or certified wood sources and are made with at least 50% less carbon emissions and water consumption compared to generic viscose. LENZING™ and ECOVERO™ are trademarks of Lenzing AG.
Responsibly Sourced Viscose
33% of the viscose used in the current Joanie collection is Livaeco™ Viscose certified.
Livaeco™ Viscose is a natural cellulosic fibre made from yarn derived from wood pulp. It is sourced from certified sustainable forests. It saves water compared to generic viscose, increases forest cover, and reduces CO2 emissions.
Synthetic Fibres
As of December 2023, 16% of the current Joanie collection is 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 sustainably produced and regenerated fabric options.
Recycled Polyester
As of December 2023, 97% 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 July 2023, 3% 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. While we hope that the Joanie styles we create stay in your wardrobe for years to come, if it no longer fits or feels like you, the next best option is to give it to someone else, or sell it on a resale site to someone else who wants it. If it's still in good nick, then donate it to charity, and if its worn or broken, then recycle it.
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 December 2023, we have used 7267 meters of fabric to create limited-edition garments and accessories. You can read more here.
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
Our clothing range is currently entirely free from animal-derived products. We will never use angora, down, fur or exotic animal skin in any of our products. We are currently developing a shoe line, and we have 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 sustainably sourced options processed in Gold-rated tanneries certified by the Leather Working Group (LWG), an organisation that promotes sustainable practices in the leather industry. We will provide more information about this when we launch. You can read our Animal Welfare Policy in full here.
