JD Williams today launches a new sustainable clothing brand as part of its commitment to responsible sourcing.
JD Williams, part of home shopping business N Brown Group, says its new Anise women’s clothing collection is designed to enable its customers to buy more sustainable garments. N Brown Group has a commitment to ensuring all of its own-brand products are responsibly sourced by 2030. So far, it says 30% of those products have sustainable properties, and by 2022 it aims to source 50% of cotton from more sustainable sources, such as recycled, organic or from the Better Cotton initiative.
Sarah Welsh, chief executive of retail at N Brown, says: “This collection has been created for women with a fresh and modern fashion attitude. Designed for the more casual moments in our customers’ lives, it focuses on the use of premium, sustainable fabrics, and longevity and versatility. The range aims to attract more eco-conscious shoppers, without compromising on style and value – something we know our JD Williams customers will love and appreciate. The collection is also an example of how we are continuing to grow the mix of own designed product to build our handwriting and uniqueness.”
Anise clothes are designed using sustainable materials, such as viscose fibres and recycled polyester made from used plastic bottles. Denim in the collection uses recycled denim and was made using about 65% less water than a standard pair of jeans – between 20 and 35 litres of water per pair of jeans, compared to the standard of 100 litres. Button are made of coconut, and a less polluting clay dyeing method has been used.
Angela Gaskell, group sourcing, sustainability, quality and fit director at N Brown, says: “We are really proud of our Anise collection – not only is it our first own brand eco-fashion range, but it truly embraces a number of processes which are kinder to the planet. We believe online fashion should be sustainable, and the development of our own range has allowed us to work directly with trusted suppliers and partners on better processes that ultimately support our wider sustainability strategy.”