As a business we aim to radically reduce the amount of fashion waste going to landfill each year and want to encourage all our customers to shop sustainably and follow our ethos of ‘buy less, buy better’. With this in mind we successfully developed a ‘Pre-Loved’ scheme, encouraging customers to send us their ‘Pre-loved’ maternity and non-maternity clothing, to be reloved, recycled or repurposed.

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As a company we believe in supporting our staff and looking after our planet and its people, which is why we offer our team two days per year to volunteer at charities of their choice.

For three years running, we have successfully swapped deals for good deeds over the Black Friday Weekend, opting instead to donate profits and/ or clothing over the four-day shopping bonanza to a range of deserving charities, honouring our brand commitment to give back.

In November 2022, we supported UK women’s charity Smart Works and successfully donated an item of our womenswear brand Baukjen to Smart Works for every customer order placed across the four day shopping weekend.

Founded in September 2013, Smart Works exists to help unemployed women gain the confidence they need to succeed at interview, get the job and transform their lives. As well as providing complete outfits of high-quality clothes for job interviews, beneficiaries also have access to one-to-one interview training and the opportunity to join the Smart Works Network, meeting every month to further their professional and personal development.

To celebrate International Women’s Day on 8th March 2023 we collaborated with the Prince’s Trust to announce the launch of our Noa Blouse in pale pink, from our sister womenswear brand Baukjen. £10 from sales of each Noa Blouse during 1st-15th March 2023 were donated to the Princes Trust, #ChangeAGirlsLife Campaign.

This campaign aims to support young women who are struggling to find a job or losing hope for the future. The money raised helped support young women across the UK to receive life-changing support and guidance from The Prince’s Trust, enabling and empowering them to move forward with renewed confidence into a job, training, further education, or to start a business.