JD Williams launches sustainable fashion brand

JD Williams, a strategic brand owned by N Brown Group, has launched Anise, an in-house designed clothing brand focussed on sustainability.

JD Williams said the Anise collection features premium, sustainable fabrics and embraces manufacturing initiatives that are less impactful on the environment.

The women’s clothing collection is part of N Brown’s wider sustainability strategy and commitment to ensure that all own brand products will be responsibly sourced by 2030.

To date, the company said that 30 per cent of the N Brown Group’s own brand products have sustainable properties and the target for 2022 is to source 50 per cent of its cotton from more sustainable sources, including Better Cotton, recycled cotton and organic cotton.

All of the clothes within the collection have been designed with sustainability in mind and produced using sustainable materials, including LENZING™ ECOVERO™ viscose fibres, and REPREVE® recycled polyester, a material made from used plastic bottles.

The denim within the collection includes recycled denim fibres and has been manufactured using approximately 65 per cent less water versus a standard pair of jeans.

The finishing has also been considered, with a clay dyeing method, which is less polluting versus traditional methods, and natural trims including coconut buttons, being used.

Sarah Welsh, CEO of Retail at N Brown, said: “This collection has been created for women with a fresh and modern fashion attitude. Designed for the more casual moments in our customers’ lives, it focuses on the use of premium, sustainable fabrics, and longevity and versatility.

“The range aims to attract more eco-conscious shoppers, without compromising on style and value – something we know our JD Williams customers will love and appreciate. The collection is also an example of how we are continuing to grow the mix of own designed product to build our handwriting and uniqueness.”

Anise launches on the JD williams website 17th May and is available, in a range of sizes from 10 – 24, with prices ranging from £24 to £80.

Angela Gaskell, Group Sourcing, Sustainability, Quality and Fit Director at N Brown, said:“We are really proud of our Anise collection - not only is it our first own brand eco-fashion range, but it truly embraces a number of processes which are kinder to the planet.

"We believe online fashion should be sustainable, and the development of our own range has allowed us to work directly with trusted suppliers and partners on better processes that ultimately support our wider sustainability strategy.”

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