It is estimated that the fashion industry is the second most polluting industry after oil. Because of this, I am constantly trying to make SmartSquid as sustainable as possible. SmartSquid is by no means perfect, but I choose to only use garments from certified, sustainable, suppliers and use low-impact inks for my designs. I believe that transparency in the fashion industry is key to positive change, so you can find information about the textiles and inks used below. If you have any questions with regards to sustainability at SmartSquid, or have any ideas about improving SmartSquid’s environmental footprint, please get in touch!



Organic cotton

EarthPositive t-shirts are used as a base for designs at SmartSquid. The cotton is grown in India on an organic cotton farm, where the entire production process is certified in accordance with the latest version of the Global Organic Textile Standard (GOTS).

GOTS certification means that the production of organic cotton is better regulated and standards with regards to chemical use, waste water management, water and energy use have to be met.

Organic cotton means pesticide use is better regulated than on conventional cotton farms. Pesticides can be detrimental to insects such as beetles which can have a knock-on effect for farmers and other creatures, and can even run into rivers and oceans. Pesticides can also negatively impact the health of farmers.

Organic cotton is good, but it is not the best. Cotton is a thirsty crop so although using organic cotton is better than conventionally grown cotton, SmartSquid is always looking for new materials to use for designs.

T-shirts are made in manufacturing facilities powered by green renewable energy, from low-impact raw materials. The carbon footprint of EarthPositive® products has been reduced by 90% and the calculations have been certified under the PAS2050 standard.

Some designs are printed on garments that are part of the FairShare initiative, where garment workers are paid a direct premium for their work.  Adding as little as 10p to the price of a T-shirt, or 54p to the price of a hoody, will result in a 50% increase in the wages of the poorest workers at our factory in India.

Recycled Fabrics

When t-shirts made from recycled fabrics are used for SmartSquid designs, t-shirts are made using a blend of pre-consumer recycled organic cotton, and post-consumer recycled plastic. The cuttings from organic cotton textile production are salvaged, shredded and turn back into soft cotton fibres. Fibres made from locally recycled plastic bottles are added to obtain the cotton and polyester blend. The blended fibres are spun into fine yarn to make fabrics. The finished t-shirts are certified under the Global Recycle Standard (GRS)and the Organic Content Standard (OCS) by the Control Union Certifications.



I screen print the majority of garments in my workshop in Bath. Soil Association certified organic inks are used when goods are screen printed. These water-based inks are much better for the environment than conventional inks which contain plastics. No harsh chemicals are needed to clean inks off the screens after a screen-printing run either - screens are simply washed with warm water.

When demand is high, I outsource some printing to a local, eco-friendly screen printing service who also use water-based inks.


All packaging is 100% plastic free! Tags, packaging envelopes and info cards are made from recycled paper and can be recycled or composted.