LUV is deeply committed to sustainability, evident in every aspect of our brand's ethos. From the materials used in our products to our packaging and swing tags, sustainability is at the forefront of our design process. Our garments are crafted using only the finest organic cotton and recycled polyester, ensuring that each piece not only looks and feels luxurious but also minimizes environmental impact.

We work with suppliers who source only the best raw materials, grown or produced in ways that do not harm people, animals or the environment. Our supply chain is certified by various independent bodies and standards. All of our clothing is sustainably and ethically made using 100% GOTS certified organic cotton from India and or 100% recycled polyester from China.  

Organic cotton comes from seeds that have not been genetically modified (non-GMO) and is grown without the use of chemical pesticides or fertilisers. Organic cotton farming uses natural methods, such as crop rotation, which benefit not only the soil, animal life and the environment, but create biodiversity and promote good health and quality of life for farmers and their communities.


Recycled polyester uses less water and energy than it would to produce virgin polyester. Most studies show that between 33-53% less energy is used to create recycled polyester vs virgin. In addition, less CO2 emissions are produced and the use of non-renewable resources are not needed. A crucial advantage of using recycled polyester over virgin polyester is the reduction of bottles in landfills. Plastic bottles are reused in the fibre production process of recycled polyester and this in turn has major benefits for reducing contamination of the earth as well as water and air pollution. Recycled polyester is an exceptionally versatile material and an overall eco-friendly fibre. Recycled materials like recycled polyester are crucial content for eco-designs. They produce a smaller environmental footprint and contribute to the UK's domestic requirement law for net zero greenhouse gas emissions by 2050


We use 100% recycled cotton stuff bags and 100% biodegradable kraft mailing bags to ship all of our products and encourage all of our customers to re-use their LUV dust bags and mailing bags for storing their LUV products and or other things. Such as groceries, books, composting or as a recycling/rubbish bag etc.

The process of making kraft paper was invented by Carl F. Dahl in 1879 in Prussia, Germany. The word kraft derives from the German word for strength because of the paper’s superior strength. Kraft paper is made by pulverising and blending wood pulp material into large rolls of brown filament. These filaments are not colour treated which explains the natural brown colour. Minimal chemical processing also means it is 100% biodegradable and Its strength and eco-friendly qualities make it an ideal choice for packaging and shipping our products.