We think about the enviroment in everything we do...

Design with a long lifespan – I think this is my most important contribution to a greener, more wonderful world! It has been one of my guiding principles over all these years. My basic belief is that the first priority in minimising negative impact on the environment is not to use so much. I believe that hardwearing clothes in timeless designs that you can wear until they are worn out have the least environmental impact. That's how I myself want to live and work.

As a company we can exert a great deal of influence over these matters. For this reason I have tried to give as much consideration to the environment as possible in production as well as our internal environment. Eco-jersey from Greece is just such an example, where the supplier has converted machinery and the cotton grower has swapped his crops, in a process that takes three years to complete. Other examples include our standards on the use of chemicals. Using chlorine-free paper for all our printed material, reducing the amount of plastic and packaging we use, and opting to ship our clothing deliveries by sea in preference to air or road transport are all our conscious environmental choices…
You can read more about our ongoing environmental efforts in ”Gudrun's Little Green Book”.