BAM has worked with sustainability platform Green Story to develop what it says is the most detailed public-facing traceability effort to date, by any clothing brand. It has invested five years of what it calls ‘forensic work’ to bring the initiative to its launch across its full clothing range – enabling consumers to understand every step in the creation of their garment and its potential impact. The information is accessible by scanning the QR code printed on each garment.
Merryn Chilcott, BAM sustainability and technical manager said: “Other brands talk a lot about what fabrics they use and where they’re sewn, but often there’s nothing about the fabric processing, how the raw materials are harvested, who and what turns that crop into a yarn, or even where the raw materials are.
“They’re telling only a small part of the story, whereas we’ve got nothing to hide and don’t shy away from the tricky stuff. This total transparency means our customers can hold us to account.”
Share