As part of an "ambitious, thorough yet discreet" transition, contemporary French fashion label Ba&sh has announced new environmental commitments.
Ba&sh's sustainability strategy focuses on materials, transparency, plastic, climate change, circular economy, women’s rights, and "lifting the glass ceiling," with seven action points.
This includes “eco-responsible” fabrics, materials, enhanced transparency, a reduction in plastic use, and a pledge to lower greenhouse gas emissions. The low-key proposals are part of Blossom Manifesto, the Parisian firm's latest sustainability approach.
Chief executive of Ba&sh, Pierre-Arnaud Grenade, said the close relations they have with the world, in their opinion, may have long-term consequences on society, the environment and beyond. They played hard but avoided the limelight. They're not going to teach anybody anything. They are firm believers in a long-term transformation that is fueled by innovation and education.
The brand's sustainable commitment is focused on the effect of textile materials, which account for 70-85% of the industry's greenhouse gas emissions. Ba&sh is focused on “eco-responsible” materials, such as certified organic and recycled fibers, to reduce the environmental effects.
Ba&sh is enforcing ethical practices for cruelty-free fashion by certifying that its raw materials are ethical procurement of animal-based materials and that all of the brand's manufacturers follow the animal well-being charter, which guarantees that the five animal freedoms as established by the Farm Animal Welfare Council are respected.
Ba&sh is also working to reduce the use of plastic and has set a goal of removing virgin plastic by 2023 and replacing it with 100% recycled plastic. This will be supported by ensuring that much of the plastic packaging is recycled and recyclable beginning in 2022.
Currently, the brand's e-commerce packaging is made of cardboard that is 100% recycled, recyclable, and sourced from sustainably managed forests (FSC). The paper bags used in supermarkets are made of 70% recycled and 100% recyclable fibers. Plastic elements in stores are being replaced by the brand.
In order to introduce more closed-circuit technologies, the brand is launching a circular packaging solution this month, supported by its collaboration with the start-up Repack, which helps customers to resend e-commerce orders, lowering greenhouse gas emissions by 80% relative to traditional packaging.
Co-founder of Ba&sh, Sharon Krief said that it's impossible for him to picture a brand that represents femininity evolving without incorporating a more socially responsible and more environmentally friendly approach. These ideas are inextricably linked, and the brand spirit must embody them. The very essence of ba&sh's mission is to inspire society to thrive together and resolve the problems it faces. This is concentrated in their Blossom manifesto.
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