SUSTAINABILITY & SOCIAL RESPONSIBILITY

Recognising the wider impact of the fashion industry on the environment, we are working towards a more responsible and sustainable future.

LONGEVITY & DURABILITY

Our design ethos is centred on creating high quality, well-constructed, functional products to be worn throughout pregnancy and well beyond. 

In fact, we’ve found that our design and brand strategy has played a significant role in how maternity clothing is perceived; no longer purchased just for the final months of pregnancy, instead garments are designed with longevity and durability in mind – countering the outdated perception that maternity wear has limited use. 

According to a report by WRAP, increasing the cumulative wears by just nine months can reduce the footprint of the resources consumed and the waste generated to create it by up to 80%. 

Our design process involves working with focus groups to ensure we’re creating products that are valued by our customers, while we make sure to fit on pregnant women to reduce our sampling process.

FABRICS & FIBRES

We aim for natural fibres to make up the majority of our collections. We have a strict Responsible Cotton Sourcing Policy in place as well as sourcing organic cotton wherever possible. 

We only use synthetic fabrics where they are key to the durability or performance of the product and even then we try to replace these with recycled options where possible, sourced from recognised third party organisations. 

PACKAGING

As part of Seraphine’s ongoing commitment to eliminating plastic, we have developed plastic free or recycled and recyclable alternatives for all our labelling and packaging:

  1. Denim and Hosiery ranges are delivered in 100% recyclable FSC certified kraft paper bags
  2. All of our store bags are made from 100% recyclable FSC certified kraft paper, including the handles 
  3. All booklets and swing tags are now produced in FSC certified paper which is 100% recyclable 
  4. All polybags are now produced in 100% recycled post-consumer waste and are completely recyclable 
  5. Our reusable LUXE polyester garment bag is made from 100% recycled post-consumer waste
  6. We have replaced our plastic kimbles with a corn starch seal and our button bags to FSC certified paper envelopes 

We have also taken steps to reduce plastic waste in our own operations by completely removing plastic from all sample submissions into our head office. We will continue to review where we can remove plastic and improve our efforts across the business. 

RESPONSIBLE PRODUCTION

We have established long-standing relationships with our suppliers, some for over 20 years. The length of those relationships is testament to how we nurture our supply base. By enabling our factories to grow steadily with us, we build long-term sustainable partnerships. Working collaboratively with our communities drives transparency, fairness and decent working conditions, as well as balancing sustainable relationships with fair prices. 

Our Code of Conduct is based on the Ethical Trading Initiative and International Labour Organisation, along with local law. Suppliers must meet Seraphine’s minimum performance standards to be able to enter a business relationship with us. 

We require all our suppliers to share their 3rd party independently verified audits on the Supplier Ethical Data Exchange – (SEDEX) and we work collaboratively to address long term sustainable improvements. 

ANIMAL WELFARE

Animal welfare is a broad term covering the general health, welfare and wellbeing of animals. We care greatly about the animals that are used to source our wool, cashmere, feather products and shell buttons. 

We have a strict Animal Welfare Policy, for example we prohibit wool sourced from sheep which have been mulesed. We do not use real fur, or any endangered species on the CITES list. 

Virgin down feathers are sourced through the Responsible Down Standard and we do not source shell from any endangered species. 

CIRCULAR ECONOMY & COMMUNITY

We support various charities through meaningful and targeted actions, ensuring donations reach the right people and make a difference to those really in need. We also continue to strengthen our ongoing commitment to reducing textile waste in our sampling, production and customer-use stages.

RESPONSIBLE CHEMICAL MANAGEMENT

While denim is a wardrobe staple, we do recognise that denim is one of the most resource intensive parts of the industry. This is why we are doing our part to minimise the impact on the environment through our Denim Sourcing Policy. We only source denim from mills and laundries that demonstrate high environmental standards and provide evidence of water and energy saving systems. We work to use new technologies and advancements in chemistry to further reduce the impact. 

Chemicals are a part of daily life, and many chemicals are used to print and dye fabrics. There are a wide range of safety standards in place designed to protect workers, customers and the environment. All our suppliers receive our Chemical Management Policy and Restricted Substances List which is continually updated in line with REACH and other global regulations.