Mama;licious

Our Rating: 3 Stars - It's a start

Price: $ $ $ $

Country of origin: Denmark

Official brand website: Visit

Mama;licious is a brand that is owned by BESTSELLER, a well-known fashion company. When it comes to sustainability, Mama;licious is making strides, but there is still room for improvement. The brand has an environment rating of ‘it’s a start’ and is taking steps to incorporate eco-friendly materials into its products, particularly organic cotton. This is a positive move, as organic cotton reduces the use of harmful chemicals and promotes healthier soil.

To further its commitment to sustainability, Mama;licious has set a science-based target to reduce greenhouse gas emissions. This target applies to both its own operations and its supply chain. However, there is currently no evidence to suggest that the brand is on track to meet this target. It is crucial for companies to not only set goals but also track their progress to ensure meaningful change.

Mama;licious is also implementing water reduction initiatives in some parts of its supply chain. Water is a precious resource, and the fashion industry is notorious for its heavy water usage. By taking steps to reduce water consumption, Mama;licious is acknowledging its responsibility to conserve this vital resource. However, it is important for the brand to expand these initiatives to cover its entire supply chain.

One area where Mama;licious falls short is in protecting biodiversity in its supply chain. There is currently no evidence to suggest that the brand has a policy in place to address this issue. Preserving biodiversity is essential for the health of ecosystems and the planet as a whole. It is crucial for Mama;licious to recognize the importance of this issue and take steps to protect biodiversity throughout its supply chain.

In terms of labor rights, Mama;licious has a labor rating of ‘not good enough’. This means that only a small portion of its supply chain is certified by labor standards that ensure worker health and safety, living wages, and other labor rights. This is concerning, as workers in the fashion industry often face poor working conditions and low wages. Mama;licious should prioritize partnering with suppliers who meet recognized labor standards to ensure the well-being of its workers.

In the 2021 Fashion Transparency Index, Mama;licious received a score of 21-30%. While this is a positive start, there is still room for improvement in terms of transparency. Transparency is key for consumers to make informed choices about the brands they support. Mama;licious should strive to disclose more information about its practices and supply chain to enhance transparency.

Diversity and inclusion is another area that Mama;licious should focus on. Currently, there is no evidence to suggest that the brand implements practices to encourage diversity and inclusion in most of its supply chain. It is essential for the fashion industry to embrace diversity and ensure equal opportunities for all individuals throughout the supply chain.

The brand also needs to prioritize the payment of a living wage in its supply chain. A living wage is crucial to ensuring that workers can meet their basic needs and live a decent life. By committing to the payment of a living wage, Mama;licious can make a positive impact on the lives of its workers and their communities.

Lastly, Mama;licious discloses partial policies or safeguards to protect suppliers and workers in its supply chain from the impacts of COVID-19. The ongoing COVID-19 pandemic has highlighted the vulnerability of workers in global supply chains. Mama;licious should continue to develop and implement robust policies to protect all stakeholders during times of crisis.

On the animal welfare front, Mama;licious has made some progress. The brand has a formal animal welfare policy aligned with the Five Freedoms, which ensure that animals are treated with care and respect. The use of leather and exotic animal hair is a concern, as these materials can involve animal suffering. However, Mama;licious does use down that is accredited by the Responsible Down Standard, which sets standards for responsible sourcing of down feathers.

Mama;licious has also taken steps to source wool from non-mulesed sheep. Mulesing is a painful practice that involves removing strips of skin from a sheep’s breech area. By sourcing wool from non-mulesed sheep, Mama;licious is supporting more humane practices in the wool industry. However, it is important for the brand to provide evidence on how this policy is implemented to ensure its effectiveness.

Overall, Mama;licious is rated ‘It’s a start’ in terms of sustainability. While the brand has made some positive efforts, there are areas where improvement is needed. By addressing issues such as labor rights, biodiversity protection, and transparency, Mama;licious can further enhance its sustainability practices and become a leader in the fashion industry.

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