As a family, we think we are fairly environmentally aware, but had never heard about organic cotton until about 4 or 5 years ago. When we learnt about ordinary, non-organic cotton being “the world’s dirtiest crop”, we thought we’d love to have a business which helped to spread the word about how much better certified organic cotton is, for everybody involved, from the farmer and factory worker through to the end user. Everyone knows that organic food is better for us if we can afford it, but not many people know that ordinary cotton – which we still think of as a “natural” product – is actually a terrible polluter, using 16% of the whole world’s pesticides to grow it and that what we put ON our skin is just as important as what we eat. So we wanted to spread the word about how much better certified organic cotton is, for the farmers and factory workers, who get highly regulated fair pay and good working conditions, for the consumer, who ends up with a much more durable, soft and luxurious cotton, and for the environment in general. We are trying to make certified organic cotton more affordable.  And we have followed through our environmental ethos to our packaging. From the outset, we have striven to reduce plastic wherever possible. All our postal packaging, paper tape, stickers, tissue paper and wrapping paper are totally recycled and recyclable.