With our vision to reinvent retail, Project Earth is our transformational sustainability strategy with an ambition to change the way we shop and how we do business by 2025. As part of our Project Earth commitment to ensure our most environmentally impactful materials come from certified, sustainable sources by 2025, we’ve updated our Project Earth labels to four easy-to-understand categories (For Animals, For Nature, For Communities and Better Ways to Shop) to reflect our material commitments, help you shop with greater ease and enable you to make more informed sustainability choices. You can find Project Earth products in store by looking for the green signage or online by looking for items tagged with a Project Earth icon.  

For Animals             For Nature             For Communities            Better ways to shop           Our labelling criteria and eligibility process




Animal-derived ingredients, fibres and materials are important parts of our wardrobes and ensuring the welfare of these animals is high on the agenda for Selfridges and our customers. That’s why we famously banned fur in 2005 and more recently exotic skins in 2020 (head to our Legacy page to find out more).

Did you know that in Great Britain alone, a total of 3.4 million animal experiments were completed during 2019, according to Cruelty Free International, and when it comes to the animal-derived materials used to make our clothes, inhumane practices such as force feeding and live plucking of ducks and geese for feathers and down can be common issues in supply chains.

Our ‘For Animals’ label highlights vegan options, cruelty-free formulas and animal-derived fibres and materials from certified, more responsible sources. Some of the standards and certifications recognised in this label include: Vegan Society, Leaping Bunny, Responsible Wool Standard (RWS) and the Global Traceable Down Standard (Global TDS).

By choosing products from this edit, you’re helping to improve animal welfare practices.


Fur, angora and exotic skins are all banned at Selfridges – not to mention palm oil from our Selfridges Selection range and single-use wipes from our Beauty Halls.  



From cotton and leather to paper and palm oil, many of our everyday staple materials and ingredients bear significant environmental consequences. Human impacts have already led to the loss of around 40% of the world’s forests, according to WWF, and we’re losing them at a rate of 10 million hectares a year – that’s about 6 million football pitches.

Our ‘For Nature’ label highlights products made using environmentally certified materials and ingredients, and products made with processes that reduce pollution and waste. Some of the standards and certifications recognised in this label include:  Forest Stewardship Council (FSC), Global Organic Textiles Standard (GOTS), Leather Working Group (LWG), Roundtable for Sustainable Palm Oil (RSPO) and COSMOS.

By choosing products from this edit, you’re supporting the use of environmentally preferred materials and processes.


Thanks to our Cupcycling scheme, which sees us work in collaboration with a paper mill in Cumbria, 20% of the composition of our iconic yellow bags is now made up of recycled coffee cups.



From field to finished product, millions of people are involved in the cultivation and creation of the products that we consume and use in our daily lives. Many of those people work on farms, in mines and factories, producing everything from cotton to cocoa to gold. Working conditions are often poor, endangering the workers’ health and wellbeing, and wages are often not sufficient enough to cover their basic costs of living.

Our ‘For Communities’ label includes brands that are committed to local manufacturing and products created with fair-trade principles at the heart of the production process, promoting fair working conditions, pay and more.

Some of the standards and certifications recognised in this label include: Fairtrade, the Guaranteed Fair Trade Organisation, Fairmined, Responsible Jewellery Council Chain of Custody and Rainforest Alliance.

By choosing products from this edit, you’re supporting supply chains that prioritise community and worker wellbeing.



Some say one person’s trash is another’s treasure, and we couldn’t agree more. It’s estimated that 300,000 tonnes of clothing ends up in household bins every year in the UK, and what’s equally staggering is that only 14% of all plastic packaging produced globally is collected for recycling, according to the Ellen MacArthur Foundation. 

Our ‘Better Ways to Shop’ label offers exciting shopping experiences with circularity at their heart, whether it’s coming into one of our stores to refill your favourite fragrance or exploring our collection of the best vintage finds.

‘Better Ways to Shop’ includes RESELLFRIDGES, where you can discover products that are pre-loved or made with upcycled garments, and Refillables and Reusables where you can shop our range of products to help make your everyday routine more sustainable. Oh, and don’t forget to check out Selfridges Rental, where you can rent your wardrobe from our buyers’ edit of stand-out pieces, and our with our in-store Repairs Concierge you can make your favourite items as good as new.

By choosing products from these edits, you’re helping to make fashion truly timeless and reduce waste.


As part Resellfridges: The Wedding, you can now shop for that perfect, planet-friendly ‘I do’ outfit.  We’ve got the vintage clothing, accessories and services to make your big day unique – in store and online.


At Selfridges, we know there’s always more to be done to place sustainability at the heart of how we buy, but we also must acknowledge that there is no such thing as a truly sustainable product. Every product has some form of impact across its lifecycle, be that at the raw material and ingredient stage, or the production, use and disposal stage. However, each Project Earth-labelled product has to go through a strict eligibility process to ensure it meets our criteria, which is in line with our 2025 commitments

Selfridges takes guidance from third-party, globally recognised certifications (such as those developed by Textile Exchange) to ensure the credibility and integrity of any sustainability claims. We also recognise this isn’t always possible, and so where the criteria doesn’t directly relate to a third-party globally recognised certification, we have developed an in-depth assessment and evidence requirement process. Click here to view our eligibility criteria in full.

Putting the products through their paces



The brand completes a product identification form where they confirm which products meet our eligibility criteria. 



Our Product Sustainability team reviews the product identification form and assesses each product against the selected eligibility criteria and requests robust, up-to-date evidence – where required – to help substantiate claims. For example, if a brand uses certified organic cotton, then we request a copy of the certificate.



Once a product has been approved, we highlight it through our online Project Earth edit and in store with green Project Earth signage. Here’s what to look for...



Our selfridges.com Project Earth edit is a handy place to start, or look out for the Project Earth icon on our product listings.


Look out for the green signage in our stores, or speak to one of our team members for more information and signposting. You’ll find a QR code on each of the ticketing devices which you can scan to be directed straight to this page.


The past, present and future of sustainability at Selfridges.

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