Weird Fish, a British apparel retailer, has reported significant progress toward its sustainability goals, exceeding estimates for the volume of more "sustainable" materials used in goods.

The brand's sustainability policy, "The Only Way is Ethics," was established in 2019 and has already surpassed its initial goal of making 20% of goods more sustainable, with a final number of 25% by the end of the year. Weird Fish had a similar level of success in 2020, with a rate of 55% versus the objective of 40%.

The business is on pace to meet its 67% target for items made with eco-friendly alternatives in 2021 and has pushed back its initial target of 80% to 2022.

John Stockton, managing director of Weird Fish, said that when it comes to defining sustainability goals inside a firm, he feels one of the most essential things is to be realistic. You can never expect such a major shift to occur quickly - any modifications and innovations must be thoroughly investigated, tested, and their performance assessed in order to determine whether they genuinely accomplish their goals. Every year is viewed as a 'leap year,' and they focus their efforts on achieving difficult but attainable goals.

Weird Fish claims that during the last two years, it has made more sustainable goods by replacing conventional cotton yarns with organic cotton yarns whenever feasible, as well as expanding its selection of bamboo and Tencel fabrics.

Weird Fish says that it has sold over a quarter of a million clothes produced from organic cotton rather than regular cotton this year and that sales of bamboo goods were 30 times higher in 2020 than in 2019, equivalent to a 2,781 percent increase.

In addition, as part of its drive to reduce plastic, the brand has saved the equivalent of 120,000 single-use plastic bags in shops as part of its plastic reduction efforts.

Stockton said that one of the most difficult difficulties is striking a balance between providing excellent pricing and maintaining eco-friendly credentials. Organic and sustainable materials are becoming increasingly popular, and their prices are rapidly rising. That is why it is critical to establish strong and tight connections with suppliers and to understand their major concerns so that you may choose the most cost-effective choices while remaining certain that items are truly sustainably sourced.

Stockton added that while their sustainability initiatives are still in the works, they are aware that there is a growing need for more environmentally friendly materials – both in products and their packaging. They don't pretend to be a completely sustainable company and they make that clear on their website. But he believes that by taking little measures and adapting along the way, they will be able to achieve long-term improvements that will make a difference.

With 18 branded locations, 400 stockists, and an online site, Weird Fish is a multi-channel retailer that sells clothes and accessories for men and women.