World Earth Day 2021

World Earth Day 2021

Think sustainable style is expensive, or ‘uncool’? Think again. In light of World Earth Day on 22 April, we’ve rounded up the best ethical, stylish and affordable fashion offerings on the King’s Road. And there are plenty of them!


Yes, you read that right. The arbiter of Scandi cool-girl is opening on the King’s Road oh-so soon; 13 April, save the date. Arguably the biggest fashion label to come out of Denmark in recent years, Ganni is run by husband-and-wife duo, creative director Ditte Reffstrup and CEO Nicolaj Reffstrup. Although they don’t identify as a sustainable brand, due to the inherent need for newness in the fashion industry, they do consider themselves committed to making better choices every day, across the business, to minimise its social and environmental impact. Inspired by the cycling culture underpinning Danish cities, even the prettiest designs are always underpinned with practicality. And it works so very well. Run, don’t walk…

94 King’s Road, London SW3 4TZ

Sweaty Betty

With a pledge to remove all single-use plastic from the business by 2025 and using only 100% recyclable packaging right now, Sweaty Betty is aiming for its activewear to be as good for the planet as it is for your fitness regime. By the end of 2021, it’s aiming for 38% of products to make from either natural or recycled fabrics, using sustainable processes. And did you know you can bring your unwanted leggings (from any brand) into store to get them recycled with SOEX, a textiles factory with a zero-waste policy? Plenty of sustainable excuses to get back into a regular workout routine.

125 King’s Road, London SW3 4pW


Through the cleverly named ‘Philanthropie’ scheme, Anthropologie aims to support it’s cultural, environmental and charitable causes through various initiatives. It’s support the TRAID 23% Campaign since 2019 which encourages Londoners to put their unwanted clothes back into circulation (it’s estimate that an average of 23% of our garments remain unworn in our wardrobes). The clothes bank in the King’s Road store is a permanent fixture, helping you to recycle your unwanted items easily.

131-141 King’s Road, London SW3 4PW

Jimmy Fairly 

All that lockdown screen time got you looking for new specs? For sustainable style, look further than Jimmy Fairly. At the start of 2021, the eyewear brand announced that all new collections will be made of Bio Acetate, combining the look of acetate with a biodegradable composition. And, it’s no stranger to ethical business models: the Buy One, Give One solidarity programme is over 10 years old and has seen 600,000 pairs of glasses donated, to date.

170 King’s Road, London SW3 4UP


Once synonymous with fast fashion, high street behemoth ZARA is cleaning up its act. The new Join Life label puts the focus on longevity, quality fabrics and transparent sourcing rather than simply meeting the latest trends. All pieces under the initiative are made with less environmentally impactful fabrics, such as organic cotton, Tencel™ or recycled polyester. And, by 2025, the brand is looking to have increased its usage of plant-based fibres by 100%.

65 Duke of York Square, London SW3 4LY


COS is looking holistically at its sustainability model, from the impact of fabrics used to the people behind the products. In 2020, 76% of materials were sustainably sourced, and there are even more ambitious goals for this year: 100% sustainably sourced or recycled materials. COS is also one of the very few brands of its size to use its own leftover cutting waste to create new pieces, repurposing leftover fabrics and limited the amount that ends up in landfill.

19 Duke of York Square, London SW3 4LY

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