Community and Environment

Community and Environment

Responsible Fibres


Forever New is working hard to be kinder to our people and our planet, championing ethical supply and developing sustainable environmental practices at every stage of our business. 

Sourcing fibres which have a lower environmental impact assists us to reduce our overall footprint when it comes to water, chemical and land use.

More sustainabe cotton


Our goal is to convert all our cotton to more sustainable sources. We recognise that conventional cotton can be heavily reliant on water and pesticides leading to soil depletion and we remain committed to supporting more sustainable sources.

We’ve already made progress.  

Through our membership of The Better Cotton Initiative and sourcing of certified organic cotton we are on our way towards our 2020 goal.



Forever New are proud members of the Better Cotton Initiative. The Better Cotton Initiative (BCI) is a global not-for-profit organisation and the largest cotton sustainability programme in the world.  

We are committed to sourcing 100% of our cotton as ‘more sustainable cotton’ by 2020. More sustainable cotton includes cotton sourced as Better Cotton, recycled and organic cotton.

Better Cotton is not physically traceable to end products. However, BCI Farmers benefit from the demand for Better Cotton in equivalent volumes to those we ‘source’. BCI Farmers are farmers who care for the environment and respect the rights and wellbeing of workers.


Each season, we include GOTS (Global Organic Textile Standard) cotton in our core items.

GOTS is the worldwide leading textile processing standard for organic fibres which includes ecological and social criteria verified along the entire textile supply chain.



With over 150 million trees being felled each year in the name of fashion, specifically for regenerated wood pulp used for cellulose fibres, it’s our responsibility to ensure we only source from responsibly managed forests.

We have partnered with Lenzing, which produces cellulosic fabrics sourced responsibly ensuring wood pulp does not come from ancient or endangered forests. Lenzing also use a closed loop chemical system which recycles the solvent used to process the pulp.

Our target is to convert 75% of conventional viscose to be sourced from Lenzing certified sources by 2020 starting with TENCEL™.

TENCEL™ Lyocell fibres are sourced from certified sustainable wood and are created using environmentally-responsible methods. The result has a super soft feel, beautiful drape, and is biodegradable.

Forever New first incorporated eco-friendly TENCEL™ fibres into our range in late 2019 and we are proud to currently have around 90% of our denim separates range using TENCEL™ fibres. We plan to maintain this mix going forward.

Recycled Fabrics


Forever New is working to convert virgin polyester to certified recycled sources with a minimum of 50% recycled content. 


In addition, we have developed our cashmere range to include 55% recycled content, spun from regenerated yarn fibres. Made from surplus fibres, recycled cashmere utilizes yarn that would otherwise be discarded.  

As the global demand for cashmere has increased, this has led to overgrazing and the depletion of grasslands. Recycled is always the better option for fabrics as it reduces the amount of resources that goes into growing, feeding, harvesting and processing, reducing our carbon footprint. 

Forever New is committed to only using GRS certified cashmere from 2020. The Global Recycled Standard verifies recycled material and tracks it from source to the final product and includes strict social, environmental and chemical requirements along the supply chain.


A selection of products now carry registered by The Vegan Society. The Vegan Trademark is the international standard for vegan product labelling and requires registered products to be completely free of animal products, by-products or derivatives.