Ethics and Sustainability

We believe that if we all try to Make a Positive Choice we can create positive change in the world.

We’ve had a few landmarks on our journey.

Launched 2012
We launch as an ethically made vegan shoe company.
We introduce ethically made vegan accessories.
We become certified carbon neutral for everything we make and do.
All our packaging becomes plastic-free.
Bio-based content is introduced into our vegan leather.
We start replacing components in our vegan footwear with natural and recycled options.
We introduce ethically made vegan clothing made in Italy with sustainable materials.
We introduce vegan grocery & lifestyle products to help people shop kindly and sustainably.
We introduce our first fully biodegradable sneaker.
Customers can now use our return to recycle service to turn their purchase when at its end of use into new WVS outsoles and uppers.
We open a warehouse in the Netherlands massively reducing the distance parcels have to travel to our European customers, reducing our carbon footprint & resources used.

Always and forever vegan.

We have been a vegan company at the front of vegan clothing and sustainable fashion since we were launched in 2012 by our founder Will Green.
We only use vegan materials from the uppers & linings to the glue in our fashion and only sell vegan groceries and lifestyle products.
You do not need to be a vegan to enjoy vegan products.
If you are learning about veganism or following the vegan way of life for years, they are for everyone.
The journey is yours to define. If you are working towards wearing vegan clothing or introducing vegan alternatives into your diet, that’s what the world needs.
Through helping people worldwide live a more positive life, we have become a part of the vegan lifestyle and the go-to name for vegan fashion.

We believe we all need safeguarding.

We don’t believe in doing something to protect animals whilst harming humans and the planet. 
We are all animals. All life needs safeguarding. We need to protect the environment we share.
We are a cruelty-free vegan store.
There is always a story behind a low price.

Our fashion collections are made in Italy & Portugal
under European Union employment, discrimination and health & safety law.

We are part of the ethical clothing movement.
Our vegan products are ethically made. Our workers are protected.
They have rights that cover:
Working hours, time off & annual leave
Equal pay
Parental leave
Compensation for discrimination victims
Agency worker protection
Health and safety

We use sustainable materials as much as possible.

Bio-based vegan leather.

Most of our footwear and accessories are made from Italian bio-based vegan leather made from plants (cereal crops).
The latest version contains 69% bio-oil and a viscose (a natural material from eucalyptus trees) backing fabric.
This material does still have 31% polyurethane in its composition, so there is still some plastic.
Because of the nature of the material, it is not biodegradable.
Our vegan suedes are made from 100% polyurethane. We are always looking for more sustainable alternatives.

Natural where possible.

Where we can use a natural material, we will choose that above anything else.
In summer 2020, we introduced our LDN Biodegradable Sneakers.
Over a year in the making, LDN Sneakers were created by working with leading shoe component manufacturers across Europe to create one of the most sustainable shoes on the planet.
It was not an easy journey. Many of the solutions we developed to create a pair of fully biodegradable sneakers were brand new.
Taking the lessons learned from these sneakers, we're working on developing a collection of biodegradable shoes that take you from the week to the weekend.
We're also using the components developed for these shoes in other models in our collection:
Compressed cardboard toe puffs and counters
Compressed cardboard for the buttons in our clothing
Tencel™ and organic cotton mix linings

Recycled materials.

Where we cannot find a suitable natural material we will try to use a recycled alternative.
Recycled polyurethane for our footwear insoles
Our footwear outsoles contain recycled rubber or recycled TR
Recycled nylon for our puffer jackets
Recycled polyester for our vegan shearling, clothing insulation, knitwear, labelling, laces and insole boards

We operate a plastic free Carbon Neutral supply chain using sustainable materials.


We do not use plastic bags or plastic packaging.

All the materials in our deliveries are environmentally friendly, sustainable and can be recycled.

When you receive and open your parcel you can expect the following:
Non treated paper shipping bags from sustainable sources
Non treated cardboard boxes from sustainable sources
Non treated paper parcel tape from sustainable sources
Shredded cardboard from recycled boxes in our warehouse

Everything we make and do is Carbon Neutral.

Through independent assessment under the Carbon Neutral Protocol of everything we do, from making our vegan products, operating our online vegan store, to shipping your parcel, we know our total carbon emissions for the year.
In 2020 we invested in nature-based offsetting projects like avoiding deforestation in Papua New Guinea and Columbia to offset our carbon emissions to zero.
That means all your vegan essentials are Carbon Neutral.Carbon Neutral vegan shoes, vegan boots, vegan running shoes, vegan hiking boots, vegan purses... everything.
All the deliveries and returns through our online vegan store are Carbon Neutral.
Everything we do as a business, from running this website to packing your parcel, is Carbon Neutral.
Please note this does not cover the manufacture of other brands we sell but covers everything else in getting them to you.
See our latest Climate Neutral report

We don’t go on sale.

This is only place you will see this sign in our online vegan store.
We don't have a spring or summer sale or take part in Black Friday.
We don't do fast fashion. We don't discount to sell more.
We design and manufacture, and stock to be sustainable so you buy less, reducing your impact on the environment.