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Our responsible choice

b.fair is more than just a new brand or line. b.fair embraces our commitment to constantly reducing our footprint. It's about giving customers the opportunity to dress well and feel comfortable while knowing that the environment and the people involved in the process are being thought about.


We want to help set new standards of accountability throughout our process, from initial idea and design to the finished product in the stores.

Helle Olsen, brand director, b.young.


b.fair is about responsible production, responsible materials, minimising waste and exploiting new opportunities to reduce any negative impact our business may have. For the sake of the environment and the people involved. We want to be fair to everyone. To be fair in all stages. When you see the b.fair brand, you know that even greater efforts have been made to ensure that the item is the result of a responsible process. 

The b.fair mindset
The b.fair mindset is part of the entire journey from the creative process of concept development, design and fabric selection until the new styles enter production with selected suppliers.

We promote social responsibility in our countries of production and constantly focus on ensuring production duly respects human and labour rights. Our suppliers are carefully selected to ensure they share our views on business ethics, rights and fair working conditions. We continuously monitor the situation with regular visits and inspections

We focus on responsible production, minimizing waste and we actively look for new opportunities to reduce any negative impact our business might have. We have our own set of chemical restrictions, which restricts the use of dangerous chemicals in our garments and in our production. This helps to protect employees, our customers and, not least, the environment.

We currently use: Recycled polyester, lyocell, organic cotton, recycled wool and ecovero.

Better Cotton is the world’s largest cotton responsible programme, who’s mission is to help cotton communities survive and thrive, while protecting and restoring the environment. Last year, Better Cotton offered training to over 2.7 million cotton farmers in 23 countries. Better Cotton Farmers are trained to use water efficiently, care for soil health and natural habitats, reduce use of the most harmful chemicals and respect workers’ rights and wellbeing.

From production to the moment our garments arrive in fashion stores, our aim is to protect the environment and minimize our footprint. When customers encounter b.fair – and indeed all b.young styles – they can be sure that all our labels, hangtags and plastic bags are made out of recycled materials.

Clevercare is a way of helping consumers who want to minimize the carbon footprint of their wardrobe and still stay in fashion. It is about caring for your garment in a way that is smart for the environment – at the same time as saving on your own household costs.