5 eco-fashion stereotypes we’re here to challenge

Commitments to sustainable fashion go beyond the fabrics we use and how environmentally friendly they are. We need to disrupt the production line, where clothes all too often end up in land-fill. Warehouse waste plays a huge part in this and the wider issue of fast-fashion. That's why we've adopted a ‘make on demand’ stock replenishment approach. The idea being that, we only make what you want when you want it. When we get this right, it means there’s nothing left over which means zero floating stock. Our warehouse is, of course, working to streamline and better all processes too. . They’ve registered with the Sustainable Air Freight Alliance (SAFA) and have promised to launch a Carbon Foot Calculator by the end of 2022.

We’ve all worn fabrics made from sustainable materials that have felt itchy and uncomfortable - and this has certainly added to the taboo that eco-fashion isn’t quite where it needs to be when it comes to wearability. We’ve gone above and beyond to source sustainable fabrics that genuinely look and feel incredible against your skin. Our NEW Eco Lace Collection is underwear designed to keep you in your comfort zone and is made from 100% recycled and recyclable lace that is lightweight, smooth and silky-soft to touch.

When you think of sustainable clothing what comes to mind? Something beige, hemp-based and lacklustre ? Too often our assumption is that choosing an eco-wardrobe means choosing sustainability over style, and therefore making a compromise. We believe that when it comes to pioneering craftsmanship, design and artistry, brands and businesses do not, and should not, compromise. At Heist we use the latest sustainable fabrics and technology hand in hand with the beautiful designs created by our all-female in-house design team, Lab12. We believe that our products should always be trade-ups, and never trade-offs. We make sustainability look and feel good.

Sustainable fashion options can feel limiting but we, and the wider industry, are working to change that. We launched our first recycled productThe Fishnet in 2019 and since thenwe’ve launched a whole range of sustainable tight styles, including patterns, made from recycled yarns (recycled Polyamide, Q-Nova® by Fulgar and recycled Elastane, Roica Eco-Smart™). We chose to tackle tights first because of all our products, they are most likely to end up in landfill. Today, we have launched The Eco LaceCollection, our first sustainable underwear line; the lace components of which are 100% recycled and 100 % recyclable - This marks another step towards our ongoing commitment to reduce our environmental impact and use of sustainable materials across all of our product categories.

‘Sustainable’ has been a buzzword in the industry for some time now, so how do you spot the difference between the virtue signallers and the genuinely eco-conscious brands? There is no easy answer to this, however, the ways in which we are trying to navigate this space is through transparency. We have published our sustainability and ethics commitments, as part of our Planet Heist initiative, and pledged to achieve them by 2022. Today, we are focusing on the areas that will have the biggest immediate positive impact. There’s more to do, and we are determined to be better.