Sustainability isn’t about perfection

Sustainability isn’t about perfection…neither in principle nor in practice.

In principle, true sustainability is about balance. While perfection is often framed as using 100% recycled content, that approach doesn’t always deliver the most sustainable outcome. Materials pushed to extremes can compromise fabric strength, consistency, and longevity. When products wear out faster, they are discarded sooner, and that increases waste rather than reducing it.

A balanced approach is blending recycled fibres with virgin materials. This way it is possible to maintain performance, durability and wearability while still reducing environmental impact.

In practice, sustainability is about having recycled fabrics showing natural colour variation or subtle imperfections. And that’s part of the story, not a flaw.

And that’s why our coporate merch apparel products are made with 41% recycled fibres. That balance allows our products to be used longer, which is more sustainable than maximising recycled content at the expense of quality.