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JD Williams launches sustainable fashion brand Anise “to attract more eco-conscious shoppers”

Tom Bottomley
17 May 2022

A new sustainable fashion brand called Anise has been launched today by JD Williams, part of the N Brown Group, in a bid to attract more eco-friendly style conscious women “without compromising on design, fabric, or quality”.

The in-house designed collection features premium, sustainable fabrics and embraces manufacturing initiatives that are less impactful on the environment.

The launch is part of N Brown’s wider sustainability strategy and commitment to ensure that all own brand products will be responsibly sourced by 2030.

All of the clothes within the collection have been produced using sustainable materials, including Lenzing Ecovero viscose and Repreve recycled polyester, a material made from used plastic bottles. The denim in the collection has been manufactured using 65% less water than a standard pair of jeans.

Sarah Welsh, CEO of Retail at N Brown, said: “This collection has been created for women with a fresh and modern fashion attitude. Designed for the more casual moments in our customers’ lives, it focuses on the use of premium, sustainable fabrics, and longevity and versatility.

“The range aims to attract more eco-conscious shoppers, without compromising on style and value – something we know our JD Williams customers will love and appreciate. The collection is also an example of how we are continuing to grow the mix of own designed product to build our handwriting and uniqueness.

Angela Gaskell, Group Sourcing, Sustainability, Quality and Fit Director at N Brown, commented: “We are really proud of our Anise collection - not only is it our first own brand eco-fashion range, but it truly embraces a number of processes which are kinder to the planet.

“We believe online fashion should be sustainable, and the development of our own range has allowed us to work directly with trusted suppliers and partners on better processes that ultimately support our wider sustainability strategy.”

To date, 30% of N Brown Group’s own brand products have sustainable properties, and the target for 2022 is to source 50% of its cotton from more sustainable sources, including Better Cotton, recycled cotton and organic cotton.

Anise launches on the JD Williams website today and includes T-shirts, shorts, dresses, blouses, tailored jackets, jeans and trousers in a range of sizes from 10-24, with prices from £24 to £80.

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