Animal relaunches online as a sustainable fashion brand

Iconic British Lifestyle Brand Animal is relaunching 400 sustainable goods for summer 2021.

Poole-based Animal, shut down a year ago, citing a very tough retail environment,” which was worsened by Covid-19. H Young Holdings PLC, the brand’s former owners, were unable to find a buyer at that time, but Mountain Warehouse has revealed that it purchased the fashion and lifestyle company early this year and is relaunching it online with an eco-friendly offering.

New owners Mountain Warehouse said that the Animal UK relaunch comes at a time when appreciation for the environment is at an all-time high, with lockdown urging the public to find consolation and inspiration from the outdoors.

In a statement, founder of Mountain Warehouse, Mark Neale, said Animal is a welcome addition to the Mountain Warehouse family. Although his surfing days are ended, he still owns a couple of vintage Animal outfits from the brand’s peak.

He adds they’re really happy to introduce Animal to a new generation of fans, and he is confident that their use of recycled and organic textiles will appeal to today’s environmentally conscious shopper.

The new Animal in-house design team has taken inspiration from Animal’s board sports heritage to produce a variety of authentic, trend-led, and eco-friendly products to relaunch the fashion and lifestyle brand.

More than 400 goods are included in the spring/summer 2021 collection, which includes women’s, men’s, kidswear, swimwear, accessories, and footwear.

Mountain Warehouse noted that sustainability is at the core of Animal UK’s progress, and the brand would utilise sustainably sourced materials across the range “whenever feasible,” as well as more sustainable packaging.

Tencel branded lyocell fibers, Econyl regenerated nylon, and Lenzing Ecovero branded viscose fibres, as well as organic cotton, are among the fabric partners featured in the collection. Animal has also committed to use 100 percent PFC-free products exclusively.

Furthermore, Animal UK has teamed with ReGain, a company that helps to remove waste from landfills and contributes to a circular sustainable retail model.

Animal begin selling its spring/summer 2021 collection on its newly rebuilt website, Animal.co.uk, on May 27. In September, it will debut its autumn/winter 2021 collection.

While Mountain Warehouse stated that it intends to keep the two brands distinct, it also stated that as part of its goal to re-engage customers, it would choose certain UK locations to offer a capsule collection of Animal items.

Animal UK began in 1987 with a single product, the ‘Hoop and Loop’ watchstrap, invented by two surfers off the coast of Dorset, and immediately garnered popularity within the water sports community.