Our approach to circularity disrupts the traditional linear model to promote sustainability by implementing strategies and practices that incorporate circular design principles in our product development process to ensure products are designed for disassembly, repair, and recycling from the outset.
  • Design for Durability: We design our products using traceable high quality durable materials and craftsmanship to help increase their lifespan and reduce the need for constant replacement.

  • Traceable & Sustainable Materials: By only using eco-friendly, traceable and renewable materials that are biodegrade  reduce the environmental impact of our product.   
  • Good Dyes: We use dyes that are OEKO-TEX 100 certified and comply with the REACH Directive, ensuring they do not hinder recycling.
  • Recycling:  Sourcing and selecting materials and components that can be recycled (by 3rd party specialists) either;  mechanically, where fibres are reclaimed and turned into new yarns, or chemical recycling, where textiles are broken down into their chemical components and used to create new materials (applies to materials and components derived from fossil fuels)
  • Upcycling:  Repurposing and transforming our waste fabric from our garment production  washable/reusable sanitary pads materials (Mwali initiative) and an upholstery filler.
  • Sustainable Production: We prioritize production technologies that conserve resources and protect biodiversity by using less energy and water, lowering CO2 emissions, and, where possible, powering facilities entirely with renewable energy (e.g., our Kenyan Manufacturer)
  • Waste Reduction:  Implementing efficient production techniques by not over buying/committing to fabrics and components to minimise generating waste during the manufacturing process.

  • Consumer Awareness:  Educating consumers on our website and social media on the importance of sustainable and circular fashion choices and how to engage in responsible consumption  by  encouraging good product care, and the resale/ gifting of unwanted items, recycling/upcycling and repair to avoid our products ending up in landfill.
  • Partnership and Collaboration: To support our circularity initiatives, we have established partnerships with GYB (Give Your Best) in the UK who distribute and sell our samples and returns  for the charity and Agnes Hika in Kenya who supports our distribution of our up-cycled sanitary pads



  • In Our Names approach to circularity is to minimise waste, conserve resources, and reduce the overall environmental footprint of all our products. We view circularity as a system where all our activities are interconnected with the overall objective for waste reduction. Our holistic approach designs with longevity, circularity of materials and non-dumping strategy where we have found use for the smallest scrap of fabric waste.
  • Our waste reduction approach, encompasses the entire lifecycle of our products from development to end of life and believe in designing, producing, and utilizing products in a continuous cycle of recycling, upcycling and reusing. To uphold this commitment, our product development and production procedures are firmly rooted in responsible sourcing practices where we meticulously select; fabrics and buttons that are low-impact and renewable, exclusively use recycled sewing threads, and only use renewable and recyclable labelling and packaging, to ensure sustainability remains central to every step of our process
  • We use two cycle streams to categorise our circularity;
  1. the biological cycle where bio-based resources that, at the end of life, can biodegrade, for example cotton, viscose, wool, linen or other fibres derived from plants,
  2. the technical cycle for materials that are not renewable and  which need to be kept in the loop for as long as possible, this specifically relates to  petrochemical-based fibres.


Read here about;

1. Mwali our period poverty initiative

2. GYB