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Product

We have changed how we approach the selection of materials for our garments, carefully balancing the need for quality, comfort and value with our environmental impact. Whether it’s a beautiful summer dress or a distinctive cotton shirt, carefully selected materials make all the difference and are key to our future strategy.

We have closely reviewed the production processes for every item we create, and have carefully assessed the alternatives available to us.

We are committed to growing the amount of sustainable fabric we use each year, to ensure we are offering more and more alternative solutions across all of our ranges.

Viscose

Viscose is an important material at Joe Browns, mainly used in the production of dresses and blouses. Our customers like Viscose as it offers so many benefits to the wearer:  It’s soft and breathable, it retains colour after washing, it’s highly absorbent, smooth to the touch, and does not trap body heat.  As Viscose originates from wood pulp, we are doing all we can to ensure the suppliers we use are maximising the sustainable resources available.

We are working closely with two world-renowned suppliers:

Lenzing™ ECOVERO™

Some of our products now contain ECOVERO™, a well-recognised, eco-responsible viscose fibre, produced from sustainably sourced wood and pulp. The manufacturing process of ECOVERO™ uses up to 50% less water and produces up to 50% less carbon emissions compared to the production of traditional viscose.

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Livaeco™ by Birla Cellulose

Some products include a minimum 50% content of LIVAECO™, made from pulp procured from sources that are certified by the Forest Stewardship Council (FSC). LIVAECO™ also uses much less water to produce, and emits much lower levels of greenhouse gases than traditional viscose.

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Synthetic Fibres

We are all aware of the impact plastics can have on the environment. We have been monitoring their use in our supply chain for some time and have been actively encouraging our mills and factories to source recycled materials where possible. To ensure authenticity, we trace any recycled polyesters to the mills via a chain of custody and obtain transaction certificates.

Wool

We ask all our suppliers to follow our stance on animal welfare, safe transportation, and good animal husbandry.

Endangered Species

We ask all our suppliers to follow our stance on avoiding materials sourced from endangered species, such as shell buttons.

Leather

Joe Browns is well known for its high quality and differentiated leather products and it is important to us that these products are produced in the most responsible way possible. To support us on this journey, we have joined the Leather Working Group (LWG), an international, not-for-profit organisation that drives best practices and positive social and environmental change for responsible leather production. The LWG aims to positively impact all areas of the leather supply chain, including transparency of supply, reduced waste and emissions, and fair working conditions and treatment for workers.

Our stance on animal welfare

We strongly believe it is not acceptable for animals to suffer in the name of fashion. Joe Browns’ stance on animal welfare applies to all products sold through any of our sales channels.We believe that wool and leather can be sourced responsibly as a by-product of the meat industry and we are committed to promoting good animal husbandry, animal welfare standards, and transparency. We will never sell real fur - instead we use synthetic materials made to look like animal products and label them as ‘faux’ to avoid confusion.

Production of Hand Crochet

As a responsible retailer committed to authenticity and sustainability, we take great care to ensure that all of our artisan products are made as ethically and responsibly as possible.

Our crochet pieces are typically produced in well-constructed, modern facilities using advanced computerised machinery.

In some cases, they are crafted by hand using traditional techniques in local villages — helping to preserve cultural heritage and support artisan communities.

We actively encourage all our suppliers to maintain the highest standards of working conditions, and we work closely with them to promote fair, safe, and sustainable practices throughout our supply chain.

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