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CHELTENHAM – Lifestyle brand Weird Fish has added environmental metrics to organic cotton-based apparel on its website in a bid to demonstrate the material’s sustainability credentials. 

Customers' browsing the company’s online listings can now learn about the associated energy, water and emissions savings of organic cotton compared to the conventional variety.

John Stockton, managing director at Weird Fish, said in a statement: “Customer transparency is key in every sustainability journey, particularly as greenwashing continues to be an ongoing issue. We’ve always been honest with customers about not being a 100 per cent sustainable brand – instead, we highlight our initiatives to help us reach realistic targets each year.”

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