Respecting Our Environment


A love of the countryside is, and always has been, at the heart of the Joules brand; creating meaningful products inspired by nature and the changing seasons, all perfect for enjoying the great outdoors or cosy indoors. Respecting and considering the environment that we constantly draw inspiration from is fundamental to our business.

We are proud that Joules clothes are known for their high durability and quality, providing many years of use and often being passed on or handed down.  This is particularly relevant when some reports suggest that nearly two-thirds of clothing created by the retail industry overall ends up in incinerators or landfill within a year of being produced.  

To provide us with a comprehensive understanding of our environmental impacts across our full product lifecycle - from the sourcing of raw materials, through to the way our customer ultimately uses our products - we utilise the below framework.



We invest significant time in identifying our environmental impacts across each of these areas and subsequently evaluate and prioritise potential actions to reduce and/or mitigate the impacts. We know we’re not perfect and are continually working to better our position and make progress, some of our current priorities include:

  • Reviewing each element of our packaging to minimise total packaging, reduce use of plastics and increase the levels of recycled and recyclable packaging across our supply chain.

  • Working with industry bodies such as the Better Cotton Initiative and Leather Working Group to ensure that our raw materials are sourced in an environmentally responsible manner.

  • Measuring, reporting and identifying initiatives to minimise the environmental impact of our head office, stores and distribution process wherever possible.