Shaftesbury PLC, which owns and manages lively village destinations in the heart of London’s West End, today announces it will partner with Good On You, fashion’s leading source for brand sustainability ratings. The aim of the partnership is two-fold: to help guide Shaftesbury to take a more knowledgeable approach to selecting more sustainable brands and help its existing retail tenants with progressing their sustainable practices.
The partnership, Good On You x Shaftesbury, marks the first landlord to partner with the sustainability ratings company and will focus on providing information and tools to support Shaftesbury’s retail businesses across Carnaby, Soho and Seven Dials to improve their sustainability ratings, as well as provide a platform to profile their sustainability practices to consumers.
This comes as recent data from Kantar reveals that sustainability is the most important topic that shoppers want fashion brands to show commitment towards, while separate research found that 63 per cent of fashion shoppers want the brands they buy from to actively promote sustainability. This is being driven by Millennial and Gen-Z consumers, 90% of whom want fashion businesses to break down their environmental and ethical values for all to see, according to data from WGSN.
Samantha Bain-Mollison, Shaftesbury’s Retail Director, comments: “Good On You x Shaftesbury is a first of its kind and we’re excited to see what this relationship will deliver for our tenants and consumers. This is the next step in our mission to build more sustainable communities. It will enable us to not just consciously collaborate with ethically conscious brands but actively support and promote their positive steps towards sustainability.”
Good On You is providing Shaftesbury and its tenants a number of tools to help them to improve their sustainability communications and performance, including early access to Good Measures. An innovative sustainability hub that Good On You launched in partnership with FARFETCH, Good Measures gives brands a comprehensive view of their current sustainability rating and provides customised guidance on where and how they can improve.
Good On You’s industry-leading rating system provides a deep view of brand sustainability data while offering consumers an easy to understand five-tier rating. To assess how brands perform in managing their impacts, Good On You analysts use proprietary tech and review the most credible and transparent data—including comprehensive standards systems and brands’ own public reporting. In all, brands are evaluated based on more than 500 data points across 100 key sustainability issues across the entire fashion supply chain, from reducing emissions and waste to protecting workers and avoiding harm to animals.
Sandra Capponi, Co-Founder of Good On You, comments, “Shaftesbury is in an exciting position to help drive change on some of the most critical issues we face. Achieving meaningful progress on sustainability isn’t easy. It requires leadership and collaboration across many layers of our society. And as the first landlord to partner with Good On You, Shaftesbury is taking important steps to engage shoppers on the issues they care about and empower its portfolio brands with Good Measures, a cutting edge platform that will help them improve their performance across the board.”
Tom Horne, Founder of sustainable clothing brand, L’Estrange, which has a boutique in Seven Dials, says, “As a business that is committed to reducing overconsumption in fashion, we congratulate Shaftesbury and Good On You on the programme. It’s a fantastic resource for Shaftesbury’s retail tenants who want to boost their sustainability credentials, better understand how to build circularity into their practice, and communicate the positive changes they are making.”
Shaftesbury is working towards creating a sustainable future for London’s historic heartland, with a target of becoming a net zero carbon business by 2030 and being carbon neutral for its own operations by 2025. Good On You x Shaftesbury follows one launched in 2022 in the form of a fit-out guide to help Shaftesbury’s food and beverage tenants consider how they can make sustainable changes to their operations.