Burberry today launches new pistachio-coloured clothing tags listing the sustainable credentials of the item of clothing to which they belong.
The tags will initially feature on a selection of products in menswear, womenswear and accessories, with all categories due to be green-tagged by October.
Burberry, which scored 36 per cent on Fashion Revolution’s recently released Fashion Transparency Index, has an internal points system for categorising the sustainable credentials of an item of clothing, which they call “positive attributes.”
“A positive attribute could be leather from a tannery with social, environmental and traceability certifications or a product that has been manufactured in a facility that is running a wellbeing programme,” Pam Batty, Burberry’s VP of Corporate Responsibility tells the Standard.
Currently, two thirds of all Burberry’s product globally have more than one social or positive attribute, with a goal for all products by 2022. The tags will just list the most important attribute, for the sake of clarity. If, for example, a trench coat is made from recycled fabric but also in a factory where workers are paid a living wage, it will probably just list the technical fabric it is made from.
To celebrate World Earth Day and the launch of the scheme, Burberry has put together an edit of the most sustainable styles from the SS20 collection, called the ReBurberry Edit. Everything in the 26-piece capsule is made from either recycled or bio-based materials.
From a range of eyewear crafted from pioneering bio-based acetate, to trench coats, parkas, capes and accessories created from ECONYL® (a recycled nylon made from regenerated fishing nets, fabric scraps and industrial plastic) and other outerwear pieces made from a new nylon developed from renewable resources such as castor oil, and a polyester yarn made from recycled plastic bottles; this is a showpiece of the latest innovative materials used by the brand.
“At the half way point of our five year strategy to 2022, the next natural step was to share our progress with our customers by providing insight into how our holistic social and environmental programmes manifest through individual products,” says Batty.
While, as the results of the Transparency Index show, Burberry might have some way to go to developing fully sustainable product with a fully transparent supply chain, the green tags are a big, consumer-facing step in the right direction.