Fashion retailer Nobody’s Child has announced a second collaboration with accessories brand Elizabeth Scarlett – and to mark the tie-up, the two businesses have donated £15,000 each to Blue Marine Foundation.
The charity is dedicated to protecting and restoring life in the ocean, and is the latest example of Nobody’s Child following a conscious retailing strategy – thinking more widely about society and the environment as it grows commercially.
The ‘Dear Summer’ collection is organised into what the brands have called two chapters: ‘Letter to the Ocean’ and ‘Signature Blooms’, with the theme of the natural world featuring on the dresses, denim jackets, swimwear and other items launched to market.
Jody Plows, CEO of Nobody’s Child, said the collection blends Elizabeth Scarlett’s “distinctive artistry” with her company’s signature look “in a way that celebrates nature, femininity and thoughtful design”.
Elizabeth Petrides, founder & creative director of Elizabeth Scarlett, added: “It’s also an honour to give back to the wild through this collection, supporting our charity partner, Blue Marine Foundation, in their vital work to help protect and restore our precious oceans.”
Both Plows, and Andrew Xeni, chair and co-founder of the retailer, were on stage at Retail Technology Show (RTS) in London today. Plows referenced the Elizabeth Scarlett partnership, saying it “aligned with our values” – and hinted at “other exciting collaborations coming this year”.
The session at RTS honed in on Nobody’s Child focus on conscious retailing in general.
Xeni reiterated the company’s founding ambition “to build a brand built off ethical practices”, while Plows said every move the business makes is built around whether it will bring an return on investment, build the brand, and bring sustainable growth.
Plows said when she joined the company in 2019 she quickly had to learn about sustainability. “It’s very complex to get right,” she acknowledged.
The CEO said the retailer has a duty of care to inform the customer about material types and what that means in relation to environmental impact, and that is a factor in the business’s early deployment of digital product passports which highlight product provenance and provide supply chain transparency.
All departments at Nobody’s Child have KPIs related to sustainability, and Plows noted the brand’s commitment to ethical fashion is a key factor in why people want to work for the organisation.
Xeni commended his wider team for embracing the conscious retailing mantra, saying they have “carried the torch”. He added their passion “comes naturally”.
“It’s not just a box they’re trying to tick – it’s at the forefront of their minds.”
The co-founder is also realistic about fashion and the environment, acknowledging – as he does publicly on many occasions – that fashion cannot be sustainable due the very nature of the footprint it has.
“If you’re going to do it, be the best of a bad bunch,” he remarked.
