As summer rolls along once again and the sun fills the sky (we hope!), we’re reminded of the impact our plastic waste has on our planet for Plastic Free July. From the day we started with nothing more than a table in a field, to the Joules you know and love today, we’ve always been conscious of our impact on the environment, the wildlife within it and the people we work with. We thought there was no better time to share with you what we’re doing as a company to reduce the amount of plastic going to landfill, and how you can help too…
Did you know that by 2050 there will be more plastic in the sea than fish?* That is, if we do nothing about it. That’s why we’ve created a range of swimwear that’s made from recycled plastic bottles, to make sure the only plastic we’re putting into the ocean is your swim shorts! The plastic is collected, crushed, washed, melted, and spun into yarn to make clothing, giving those bottles a completely new life that’s designed to last. This is just the first step in our journey towards using recycled synthetic materials, and you can keep your eye out for more to come.
1 pair of Heston Men’s Swim Shorts = 8 plastic bottles
1 pair of Ocean Boy’s Swim Shorts = 5 plastic bottles
*Ellen MacArthur Foundation
In 2018, we removed all plastic carrier bags from our stores and introduced our fully-recyclable paper bags, made from FSC certified paper. We also partnered with the Woodland Trust to design limited edition bags that feature woodland-inspired prints and have a lifespan of four years. £1 from each bag sold has been donated to the Woodland Trust, and so far has saved over 2.5 million plastic carrier bags from going to landfill!
If you’ve shopped online with us, you’ve probably seen our Green PE ‘Hello Sugar’ mail bags. They’re made from 100% sustainable sugar cane crop rather than virgin plastic and are fully recyclable and carbon negative, protecting our environment from the thousands of plastic mail bags that would normally end up in landfills.
From summer 2020, we’re introducing our new plastic free rain boot boxes. We’ve swapped the plastic carry handle for a ribbon (great for repurposing for craft projects!) and ditched the plastic laminate on the cardboard making it now 100% recyclable. So you can enjoy your new pair of rain boots knowing that you’re helping the environment too!