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As one of Canada’s major fashion retailers, we know it is our responsibility to lead by example, which is why we’re dedicated to bettering our practices through ongoing environmental and social commitments. At Joe Fresh®, we’re working to reduce our impact on the planet and to create a stronger community in our workplaces, across our supply chains, and with our customers.

Since 2007, our efforts have been represented within Loblaw's annual Environmental, Social & Governance (ESG) Report. The report details our efforts to remain transparent and accountable to our customers and communities and we remain dedicated to furthering our progress by consistently implementing new sustainability initiatives. Read the full 2022 LCL ESG Report.

What We're Doing

Net-Zero Target

In 2016, Loblaw committed to cutting its corporate carbon emissions by 30% from a 2011 baseline, and in 2020 this goal was met. Informed by the Science Based Target Initiative and aligned to the Paris Agreement, Loblaw Companies Ltd. is committed to achieving net-zero greenhouse gas (GHG) emissions for Loblaw’s enterprise operations (Scope 1 and 2) by 2040, and achieving net-zero for Scope 3, including those generated by suppliers, by 2050.

To help achieve this commitment, Joe Fresh is focused on key initiatives to advance sustainability and circularity into our products and supply chain processes. Find out more about Loblaw’s net-zero target.

As we continue providing Canadians with essential styles and exceptional value, we are dedicated to increasing our use of responsibly sourced materials within our product assortment. Learn more on our JF Forward page.

Responsible Cotton. We are committed to converting 100% of our cotton-rich products to more responsible cotton by 2025.

Zero Blue Water Denim is denim fabric produced with recycled water and without the use of fresh water.

Recycled Polyester. Our recycled polyester fabric is certified by the Global Recycled Standard et recognized as the leading standard for recycled materials worldwide, and is made from post-consumer recycled plastics.

Recycled PrimaLoft® Fill. All Joe Fresh insulated products contain PrimaLoft® fill made with 75%-100% recycled fibers from post-consumer recycled (PCR) content including pre-existing plastics.

Viscose responsable. En 2023, nous avons lancé des produits fabriqués avec de la viscose responsable ECOVERO ou Liveco.

Sample Downcycling

In 2022, Joe Fresh® began diverting textile samples, wherever possible, from landfills in partnership with csr eco solutions.

Csr eco solutions works with textile recyclers to downcycle discarded apparel samples unsuitable for consumer use into building and automotive insulation. In 2022, our partnership diverted 140 metric tonnes of textile waste, effectively eliminating the equivalent of nearly 412 tonnes of CO2*. As the fashion industry develops better fibre- to-fibre recycling capabilities, Joe Fresh® will continue to identify additional opportunities for circularity.

* Calculated in accordance with the EPA methodology, by csr eco solutions.

Ethical Labour Practices

In 2021, we enhanced our standing pledge with our apparel and footwear suppliers, expanding their commitment to not source cotton or textile products using cotton produced in Uzbekistan and Turkmenistan, to include the Xinjiang Uyghur Autonomous Region (XUAR) of China due to widespread evidence that these countries employ forced and child labour in their cotton harvests. These regional restrictions are noted in our supplier agreements, and we now require relevant suppliers to complete an annual attestation confirming that they are not sourcing from these regions.

Joe Fresh® apparel supports the ethical sourcing and humane treatment of animals. We have banned the use of fur, mohair (Angora goat) and Angora (Angora rabbit) in all Joe Fresh® products. We also clearly and properly label any synthetic materials that resemble animal by-products.

As a part of Loblaw, Joe Fresh® counts on our network of suppliers including: vendors, manufacturers, agents and others to commit to and uphold our high standards of integrity, values and operating principles, as set out by Loblaw Companies Ltd. These standards extend to the employees who work in our network of stores, offices and facilities nationwide, and the many workers within our wider supply chain network. We have taken significant steps to improve transparency within our international supply chain, and we work with leading international apparel brands, non-governmental agencies and labour groups to improve industry working conditions.

In 2013, we were a founding member of the Accord on Building and Fire Safety in Bangladesh (“The Accord”). In 2022, we renewed our support for The Accord by signing the International Accord for Health and Safety in the Textile and Garment Industry (“The International Accord”). The International Accord was established by unions and brands in August 2021 to ensure health and safety standards are met in international factories and workplaces. The Accord continues to work on improving factory conditions, educating workers and local trade unions on their rights to a safe and healthy workplace, mandating safety training programs and protections, conducting regular inspections to ensure standards are met and more.

Prior to sourcing goods from a supplier, Loblaw audits the factories and processing facilities that are going to manufacture Joe Fresh products. Facility compliance audits are conducted by third-party experts using a best-practice audit framework for all manufacturing regions. Find out more about our supplier code of conduct, human rights commitments, and our factories.

Sustainable Apparel Coalition

Joe Fresh® is a proud new member of the Sustainable Apparel Coalition (SAC). We, along with our supplier network, are in the process of onboarding to the Higg Index to further our progress in our sustainability journey. The SAC Higg Index modules are a standardized sustainability measurement tool for the apparel, footwear, and textile industry, assessing various aspects of sustainability, such as materials, energy, water, waste, and social and labour practices.

Responsible Packaging

Our goal is to make all Joe Fresh® in-store and e-commerce packaging recyclable by 2025. All apparel tags and labels have been converted to recycled materials and we are working with our partners to replace other existing materials with recyclable alternatives, including ecommerce packaging.

Diversity, Equity and Inclusion

At Loblaw Companies Limited, we are focused on building a culture that is inclusive. We recognize our responsibility to support those who have been historically underrepresented, and advance social equity within our business and our supply chain. This commitment is embedded through our enterprise targets and extends into the communities we serve. We know that to build inclusive workplaces and communities, we must start with leadership representation, support an inclusive mindset, and ensure a continued focus on growing our support for the health of women and children. Find out more about our Diversity, Equity and Inclusion practices.

Community Engagement

We are committed to continuously seeking out initiatives to help Canadians live life well®. We make an effort to remain invested in our communities through various partnerships and donations.

In 2022, we donated 10,000 pairs of absorbent underwear in collaboration with LOVE YOU by Shoppers Drug Mart™ to help increase accessibility to menstrual products through a partnership Moon Time Sisters, a project of True North Aid. Moon Time Sisters is a collective that helps those who menstruate in remote Indigenous communities across Canada gain access to period products. Additionally, we recently partnered with the Canadian Immigrant Settlement Sector Alliance by providing clothing to support Ukrainians arriving in Canada as of result of the Russian invasion. Our fall 2023 charity capsule line with the Canadian Parks and Recreation Society (CPAWS), will donate a portion of proceeds up to $75,000 to help CPAWS with their conservation efforts.

With several new and exciting initiatives underway, we remain dedicated to seeking new ways to help the communities we operate in through charitable contributions and collaborations.

Apparel Safety

We aim to surpass customer expectations of product quality, performance and safety. Our quality assurance standards for apparel, accessories, and footwear meet or exceed government safety requirements in Canada and the United States. In 2022, we updated our extensive Restricted Substances List used to mitigate harmful chemicals in our products and continue to test compliance against government regulations on banned and restricted chemicals in markets where our products are sold.

We ensure product safety and compliance by conducting accredited laboratory testing and quality audits covering product performance, safety, and regulatory compliance for every style. Any potential product safety concerns that are reported through our various customer service channels are thoroughly investigated. In 2022, Joe Fresh® had zero product safety recalls.