To provide transparency on the carbon footprint of our products we’ve partnered with leading environmental impact platform Green Story.  They have measured the impact of our entire supply chain from where our cotton is farmed through to our warehouse in Melbourne.

Green Story also calculated the environmental footprint for conventional (non-organic) cotton supply chains which allows us to compare the two.

Conventional cotton is often fairly criticised for the high amounts of water required to cultivate it through blue water irrigation.




These reductions of ~90% come from the fact that organic cotton is predominantly rain fed.

The carbon footprint of 1kg of organic towels (i.e a bath towel and hand towel) is 7.54kg of CO2 equivalent. For conventional (non-organic) cotton, the same footprint for using identical supply chains would be 9.43kg of CO2 equivalent.

This is driven by the organic farming of fibres – where no fertilisers, pesticides and other chemicals are used. The carbon footprint of the fibre production process is reduced by 90% when organically farmed.

Green Story's findings are comparable to a study co-authored by McKinsey and Co’s and Global Fashion Agenda of the emissions related to the fashion industry.

A key takeaway from the research is that 70% of the emissions required to create products sit within the supply chain before the products get to a brand’s retail operations, often where there is zero transparency available to consumers. You can read their study in full here.