Weird Fish increases eco transparency online

Eco transparency: Weird Fish adds environmental metrics to organic cotton range

UK-based clothing brand Weird Fish has ramped up its eco transparency by introducing environmental impact metrics to some of the products displayed on its website.

The metrics, which are attached to the organic cotton range to inform consumers about the environmental benefits of choosing organic over standard materials, are produced in partnership with eco transparency company Green Story.

Now the new information has been added to product descriptions, customers can see how much has been saved in car emissions, drinking water, lightbulb energy and land pesticide usage as a result of a product being switched from regular to organic cotton.

For example, Weird Fish has included information on one product, saying: “Did you know that buying a certified organic cotton T-shirt saves a huge 2,457 litres of water over your regular, not so good for the planet, cotton T-shirt?

“That is enough for one person to drink their recommended eight glasses of water a day for three and a half years! That stat makes us thirsty for more knowledge.”

John Stockton, managing director at Weird Fish, said the metrics are there “to help inspire greener shopping habits and get more people on board with our more sustainable ranges”.

He added: “We’ve always been honest with customers about not being an 100% sustainable brand – instead, we highlight our initiatives to help us reach realistic targets each year. For instance, we’re working towards making 55% of our ranges more sustainable by the end of 2021 and by 2026, our target is to increase that figure to 90%.”

Green Story calculated the metrics following a detailed lifecycle assessment of Weird Fish’s organic cotton products, according to the retailer. The company analysed the volume of greenhouse gas emissions, primary energy demand and blue water consumption being saved through Weird Fish’s production chain.

And the Green Story platform will also help the retailer identify how it can make additional positive changes within its supply chain, according to Stockton.

Read more about eco transparency on Green Retail World

[Image credit: Weird Fish]

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