Our Journey So Far: the do.STRATEGY

With our do.STRATEGY, we carried out the change we want to see in the fashion industry.

In 2015, we defined our first sustainability strategy, the do.STRATEGY. We’re proud of what we’ve achieved so far: switching to 90% renewable energy across all locations, introducing shipping bags with 80% recycled plastic, exchanging our beauty bags from plastic to 100% recycled paper, and more. We collaborated with the innovation platform Fashion for Good to use digital technology to improve transparency in fashion supply chains, and launched the incubator program zImpact which has already identified 90 promising solutions. We also launched the sustainability flag in the Fashion Store, empowering customers to find more sustainable items. As we introduce our new sustainability strategy, let’s take a look back at how the do.STRATEGY brought us to this point. 


Inspired by our action-oriented culture, our do.STRATEGY was about concentrating our efforts where the most change is needed and where we can make the biggest impact. We focused on these areas: employees (do.GROW), supply chain and products (do.KNOW), environment (do.PROTECT) and society (do.CONNECT). By dedicating ourselves to these topics, we were able to set out a clear vision for change and improvement, and measure our success with specific targets along the way. Here’s a summary of the initiatives: