Jenerous is an ethical and sustainable fashion brand that puts people and the planet above profit. So reviewing our positive impact at the end of the year is really important.

It’s hard to believe that it’s already the end of March 2021, so we’re a little late in reporting our 2020 impact! We've been busy taking stock and reflecting on the highs and lows of 2020 and planning ahead for 2021, and we’ve got lots of exciting developments planned.

Our positive impact in 2020 - Giving back and changing lives

As a non- profit brand we are focused on giving back from our sales and making a positive difference. In 2020 Covid-19 rocked the world, and had a serious effect on fashion supply chains as orders were cancelled and factories had to shut due to lockdowns. As the pandemic continues, fashion retailers sales suffer and many brands have gone out of business. Reduced orders has a knock on affect on the garment workers in places like India, where we make our clothing. Statistics from Clean Clothes Campaign suggest that 30-40% of workers in India's textile industry have lost their jobs since March 2020. Most of these are women.

We've been able to support our Indian factory, Jacobs Well and our predominantly female team, through this difficult time, by giving back from every purchase. We've also run a special promotion on our hand block printed ethical scarves and face masks, with all proceeds going directly to support our team.

In 2020, together, we were able to donate 172 days worth of salary contributing towards our teams daily expenses such as rent and food costs and supporting their extended families.

Through our orders we have provided 315 days of fair and safe work for our team at Jacobs Well, by developing our new collection at beginning of 2020, and placing an order later in the year to make our new accessories.

We also partner with artisan communities and ethical block printers, preserving the ancient Indian craft. We have ordered approx. 300m of hand block printed organic cotton fabric, providing fair and safe work to skilled artisans.

Through the donations from our sales and by promoting the Jacobswell crowdfunding campaign we have helped to "supplement the income for the women at the Jacobs Well production unit. This has been a life saver for many of the women whom have no other benefits or extra support to fall back on."

Brenda Sheil (FWH Creations charity and organiser of the crowdfunding) also shares that:

"Covid 19 has negatively impacted our(Jacobs well's) overall global product sales too. Jacobs Well's production unit employees do not experienced the benefits of any furlough schemes and are finding day-to-day life increasingly difficult with demands made upon them for things such as rent. Also if an employee is expected to make a hospital visit they must obtain a Covid negative certificate. This costs about half of their salaries and is basically unfordable for most families. Having to personally find extra funds during these unprecedented times has a drastic knock on affect on a person's health and overall wellbeing."

As the pandemic continues, garment workers across the globe are experiencing the negative affect without the support systems we have in the UK. Please consider supporting our factory and making a difference to these women's lives. You can donate through our website or via the crowdfunding campaign.

Our positive environmental impact in 2020. Reducing waste and protecting the planet

The majority of our garment production in 2020 have been made using sustainable fabrics such as organic cotton. 86% of product orders place in 2020 were made from sustainable fabrics. This has saved valuable water and protected the environment from harmful chemicals and pesticides used in the farming of conventional cotton. The remaining 14% of our orders have been made from deadstock fabric, preventing potential landfill.

Our organic cotton is also dyed and printed using eco-friendly dyes that protects the artisans as well as the environment and waterways from harmful chemicals.

In 2020 we have also rescued ‘deadstock’ fabric and used it in our collection, supporting local Indian businesses and artisans in India. Deadstock fabric is fabric that’s been abandoned or is damaged and is likely to end up in landfill. So by using up this fabric and making beautiful clothing and accessories, we have given new life to potential waste.

Our new scarf prints came from orders that were abandoned at the start of the pandemic by brands in Jaipur, India, and the purchase of this fabric supported local communities and preserved the art of traditional crafts.

In 2020 we developed a range of zero waste accessories to complement our clothing collection and by doing so, reduce our post production waste.

Our future impact goals for 2021

As we look ahead to the rest of the year, with the hope of a return to normality we are excited about increasing our impact in 2021. We plan to do this by:

Increasing our community impact through increased sales, meaning that we can give back more.
Continuing to support our teams in India through the challenging trading circumstances that have resulted from the pandemic.
Expanding the number of artisan communities and ethical organisations that we are partnering with, so that together we can empower and transform lives.
Sourcing additional sustainable fabrics, and increasing our use of sustainable fabrics with certifications such as GOTS.