At Serena Bute, we are constantly looking for new and innovative ways to reduce our impact on the planet and create a better harmony with the world around us. We understand that the industries surrounding ‘Fast Fashion’ can be hugely destructive to the environment, which is why versatility and quality are at the core of our design ethos, with products that stand the test of time and will remain wardrobe staples for years to come. We are also committed to reducing our impact throughout all aspects of our supply chain from factory to customer, whether that’s using Biomass Mark certified wood pulp fabrics or using packaging materials that are 100% recyclable.
However, we appreciate that we still have a lot of work yet to do, so below is a timeline of how far we’ve come and some of the exciting plans we have for the future:


After three decades of experience, Serena Bute founds the brand with a strong ethos of versatility and wearability, creating pieces which stand the test of time to combat the destructive nature of fast fashion.

Pledge to reduce our carbon emissions by eliminating the use of non-UK photo shoots


Introduction of bespoke packaging materials that are 100% sustainable, using recyclable cardboard and zero plastic products.


Serena Bute takes a giant leap to reduce and reuse our deadstock by producing new styles from excess fabrics in the warehouse

Moving the majority of our production to the UK as an effort to ensure that all of our partners share our values towards responsible production, whilst simultaneously reducing our carbon footprint from global shipping emissions

Considering environmental and ethical standards when selecting our partners. Our new and innovative triacetate fabric is created from wood pulp from Biomass Marked suppliers, the beautiful natural silk used in our products are certified by SEDEX, an independent organisation responsible for improving working conditions, and we ensure that all of our cotton is not only organic – reducing environmental harm from pesticides – but is also endorsed by the OEKO – TEX standard 100, which tests every element of production for harmful chemical substances.

Collaboration with Bute Fabrics, whose promise of quality, sustainable, material resonates strongly with our own core values

Introduction of bicycle couriers across London


Moving forwards, our latest collections will be kinder to the planet than ever, using even more fabrics which are either regenerative or biodegradable such as triacetate, organic cotton or recycled materials where we can