RULES
We want things to last, so we build from solid foundations.
The Brave Kid Forever approach to sustainability relies on rigorous rules that are used to assess our products, our processes, and our progress.
We are proud to be part of the OTB Group and you can find out more about the Group’s approach to sustainability here and read the latest OTB sustainability report here.
OUR FOOTPRINT
You can find out more about the steps we are taking and the progress we’ve made here.
OUR PRODUCTS
In 2023, we developed in-depth guidelines to support our teams and our partners in designing and making lower-impact products. These guidelines, which apply to both fabrics and finished products, outline alternative materials, components, treatments and embellishments that can reduce the overall impact of Brave Kid products. See more about these materials and treatments below.
Our teams are working with these guidelines to increase the proportion of lower-impact materials and products in every collection. As of SS25, 13% of our products were made in alignment with the Responsible Product Guidelines. Watch this space as we grow.
Our responsible products meet the following criteria:
- At least 50% of the overall product is made using more preferred fibres
- OR at least 20% recycled fibres for denim
- AND the product does not include high-impact treatments or materials
Wherever possible, we aim for at least 50% so that the responsible material represents the majority of the product.
OUR MATERIALS
Raw materials, both natural and synthetic, account for a significant part of our environmental impact. Growing, extracting and processing materials is associated with significant greenhouse gas emissions, water stress, habitat degradation and pollution.
We are committed to developing lower-impact alternatives to our commonly used fabrics, for example, using certified organic or recycled fibres, which reduce the amount of chemicals, water and energy needed to make our products.
Our design and development teams reference the Brave Kid Responsible Products Guidelines to help them make better fabric choices when designing products.
SPOTLIGHT ON COTTON
Cotton is our most used fibre, making up over 75%* of the materials in our products. It is soft, versatile and breathable, lending itself to everything from our jersey t-shirts to denim jackets.
The issue is that conventional cotton farming often uses large quantities of chemicals and water, causing soil damage, water stress and harming wildlife.
But there are alternatives, such as:
- Organic cotton is grown using farming techniques that respect nature and significantly reduce chemical inputs, making it healthier for people and planet.
- Regenerative cotton production goes a step further than organic for soil health, using agricultural practices that improve it.
- Recycled cotton uses cotton fibre waste and transforms it into new fabric.
* According to our 2023-2024 material matrix.
OUR CERTIFICATIONS
Building on solid foundations means working with globally recognized and respected certifications, including:
- Global Organic Textile Standard (GOTS)
- Global Recycled Standard (GRS)
- Organic Content Standard (OCS)
- Recycled Content Standard (RCS)
- Responsible Wool Standard (RWS)
An increasing number of Brave Kid products are certified at final product level according to the certifications mentioned above, ensuring that every part of the supply chain, including our own business, meets the standards required by the certifications and the products are entitled to carry the certification logo.
* Brave Kid is Intertek 224037 certified for GRS, RCS, OCS, RWS, and Intertek 14438 certified for GOTS. Only the products which are covered by a valid transaction certificate are GOTS, GRS, OCS, RCS and RWS-certified.
OUR SUSTAINABILITY GLOSSARY
A
ALTERNATIVE STONE WASH
Our alternative stone wash uses reusable, recyclable synthetic abrasive spheres or disks to give denim a worn-in, distressed look. It creates this effect with lower resource use and less waste than traditional pumice stone washing.
ABRASIVE DRUM WASH
Like above, this stone-free, lower-impact washing treatment is used to achieve a stone-wash denim effect using a rough textured drum inside a washing machine.
C
CARE LABEL
The small label that is sewn into your garment that tells you what it’s made of and how to look after it. It’s important to keep this label so clothes can be properly cared for throughout their life.
CERTIFIED
Products, materials or processes verified to meet globally recognised environmental and/or social standards.
CIRCULARITY
Strategies and services to extend a product’s life through eco-design, repair, resale, rental, and recycling.
COLOUR FASTNESS
Resistance to colour changes. You don’t want clothing to lose dye in the wash or transfer onto other surfaces. We test our products for colour fastness.
D
DURABILITY
The ability to withstand strain, wear, and damage. We test a selection of our products for durability to ensure they can be worn and re-worn.
L
LASER TREATMENT
Laser-treated denim uses heat from an etching machine to break down denim’s indigo dye to create almost any distress or surface effect. This technique reduces the need for chemicals, water and manual treatments compared to traditional denim washes.
LOWER-IMPACT
Products, ingredients, materials or processes with verifiably reduced environmental or social impact.
O
ORGANIC
Organic products and processes don’t use persistent pesticides, fertilizers or artificial chemicals. Organic cotton must adhere to specific standards that prioritise natural and non-toxic processes and substances. Globally recognized certifications for organic cotton include the Global Organic Textile Standard (GOTS) and the Organic Content Standard (OCS).
OZONE TREATMENT
A denim treatment that uses ozone gas to break down denim’s indigo dye to create a bleached effect. It has a lower impact on the environment as it uses less water and chemicals than traditional bleaching treatments.
P
PILLING
The little bobbles that can appear on fabric when it is rubbed together. We test our fabrics for pilling to ensure they retain their appearance even after rubbing, washing and wearing.
PREFERRED FIBRES
Preferred raw materials refer to the definition provided by Textile Exchange, namely “A fibre or raw material that consistently offers reduced impacts and greater benefits for climate, nature, and people compared to the conventional equivalent, through a holistic approach aimed at redefining current production systems.
R
RECYCLABLE
Recycling is the process of converting used materials into something new keeping these materials inside the loop. Some materials, such as glass and metal, are more recyclable than others and have the ability to be recycled several times, compared to standard plastics and paper.
RECYCLED MATERIALS
Certified recycled materials minimize waste and make use of existing resources. Moderating the volume of virgin materials used can reduce a product’s overall environmental impact.
RESPONSIBLE
Recognising and working to continually reduce environmental and social impact.
S
SUPPLY CHAIN
The processes and suppliers involved in transforming raw materials into finished products – including harvesting and processing raw materials, manufacturing yarns and fabrics, cutting and sewing, embellishment and distribution.
SUSTAINABILITY
Meeting the needs of the present without compromising the ability of future generations to meet their own needs.
T
TREATMENTS
Fabrics, especially denim, go through processes (or treatments), both physical and chemical, to give the fabric a desired look.
U
UPCYCLING
A creative practice which reduces waste by extending the life of existing products and materials.
W
WATER BASED INKS
Pigments that use water as a base substrate, instead of plastisol inks, which are derived from non-renewable fossil fuels. Using water-based pigments to create surface designs reduces the reliance on fossil fuels and makes products easier to recycle at the end of their life.
FOREVER
We make a commitment to the next generation.
PROMISE
We promise to create products that are designed to last.
FAMILY
We celebrate the shared values and the unique perspectives.
