At Joules, we understand that a large part of our environmental impact comes from the materials used in our products, therefore moving to more sustainable materials has to be a key focus for us in order to drive real change.

We think it is important to talk about ‘more’ sustainable materials so our customers understand that although these materials are better than their conventional equivalents, we do not have all the answers yet and we will continue to work towards using the ‘most’ sustainable materials available over the seasons to come.

Our ambition is for 100% of our key raw materials to be from more sustainable sources by the end of 2022. Our key raw materials include all the major fibres or materials (listed below) that go into the main, lining, wadding or soles of our products. This equates to over 90% of the materials used in our products.

This means…

  • 100% of cotton sourced as more sustainable cotton by end of 2022
    With cotton being the biggest natural material used in the fashion industry and making up over 50% of the raw materials used in Joules products, we understand the importance of moving to sustainable sources to reduce our impact on the environment and also safe guard human rights.
  • 100% of leather footwear and accessories sourced from LWG certified tanneries by end of 2020
    Joules works with the Leather Working Group (LWG) to ensure that the tanneries which provide the leather used in our products work to social and environmental best practices. We’re thrilled to say our collections are now sourced from 100% LWG certified tanneries.
  • 100% of polyester and polyamide to contain recycled content by end of 2022
    We are working really hard to reduce our use of synthetic materials, however where they are needed we are working to move to recycled sources to reduce the demand for virgin crude oil, as well as using up resources which may have otherwise gone to landfill or ended up in the ocean. To support this target we are proud to have joined the 2025 Recycled Polyester Challenge, committing to sourcing 100% recycled polyester in order to support the industry in achieving an overall increase to 45% by 2025.
  • 100% of viscose to be from sustainable sources by end of 2022
    In order to protect forests across the world we are working to ensure the wood pulp used to create the viscose in our products is sourced from certified sustainably managed forests, and where possible the viscose is produced using eco-responsible production processes.
  • 100% of rubber to be from sustainable sources by end of 2022
    In order to protect forests across the world we are working to ensure the latex used to produce the rubber in our products is sourced from certified sustainably managed forests.
  • 100% of wool to be from sustainable sources by end of 2022
    In order to ensure that the wool used in our products is both better for the environment and for animal welfare we are working to source our wool from certified responsible sources, recognising farmers implementing best practices.
  • 100% of denim to use eco-washing techniques by end of 2022
    We understand the impact the fashion industry has on fresh water usage, denim is one of the most thirsty products we make, therefore we are implementing better washing techniques to reduce water, energy and chemical use during washing by over 80% versus conventional methods.
  • 100% of feather & down to be responsibly sourced by end of 2020
    Joules only uses feather and down that is certified by the Responsible Down Standard (RDS) or the Global Recycled Standard (GRS), to ensure it meets both our environmental and animal welfare requirements.

A few more details on some of the work going into achieving our ambitious targets…

Sustainably Sourced Cotton

Cotton is the most widely used natural fibre in the world, and of all the cotton produced, an estimated 60% is used to make yarn or thread, which is then turned into fabric for clothes.

Working with more sustainable cotton sources is an important step in the industry's future, working towards using cotton which is produced by methods that reduce the environmental footprint in a significant way.

Our ambition at Joules is for 100% of our cotton to be sustainable sourced by the end of 2022, which means sourcing cotton through either certified organic routes, or cotton grown through the Better Cotton Initiative.

Better Cotton Initiative

Joules are proud members of the Better Cotton Initiative (BCI), which exists to make global cotton production better for the people who produce it, better for the environment it grows in and better for the sector’s future.

BCI trains farmers to use water efficiently, care for the health of the soil and natural habitats, reduce the harmful chemicals and respect the rights and well-being of workers.

By supporting BCI, we're ensuring that the BCI farmers are learning sustainable farming methods rather than ensuring the traceability of cotton in our products. Find out more on the BCI chain of custody model called Mass Balance here.


Joules are members of the Leather Working Group (LWG), which is an independent group of tanneries, brands and chemical suppliers that has worked to develop and maintain best practices and auditing protocol for the leather manufacturing industry.

We pride ourselves on raising our standards to drive quality and craftmanship, and we are excited to now have achieved our goal with all of our leather accessories and footwear sourced through LWG certified tanneries.

This certification is awarded to tanneries that demonstrate environmental best practices and performance in all areas of leather production. From chemical and waste management, to energy use and hide traceability.

More information on the Leather Working Group can be found at

New Ways of Working

Joules is committed to taking part in the Textile Exchange Corporate Fibres and Materials Benchmark program annually, which helps us to quantify the impact of our materials and therefore drive an effective future strategy. We are really proud to have achieved a Level 3 and be recognised as a company with emerging leadership in the Material Change Index 2020.

You can find our more about this program here.

Animal Welfare

At Joules, we are committed to safeguarding the welfare of animals farmed to produce the materials used in our products. Our animal welfare policy outlines the expectations we have of our suppliers to ensure animals are raised, transported and slaughtered under recognised higher animal welfare standards.

View our animal welfare policy

Joules believes that beauty should be cruelty free. We are proud to be Leaping Bunny approved. A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements.

All of our own brand cosmetic and personal care products are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited.

For more information about Cruelty Free International, Leaping Bunny and Leaping Bunny criteria, please visit