SUSTAINABILITY
SUSTAINABILITY
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 fashion industry 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.
We are committing to reducing our impact on Mother Earth throughout all aspects of our supply chain. So you can feel good about looking good for years to come.
Every piece arrives in a reusable garment bag, with recycled swing tags and fully recyclable shipping boxes. These details are more than just packaging, they’re part of our wider commitment to reducing waste and making conscious choices at every step.
We work closely with our suppliers to ensure each element of the unboxing experience is created with care; from protecting your pieces in transit to minimising environmental impact. Our goal is to tread lightly, delivering beautiful pieces in a way that’s kinder to the planet.
We aim to run two sample sales a year, which not only give customers access to past-season favourites, but play an important part in our commitment to circular fashion.
2025
2025
This year, we’ve taken further steps to deepen our commitment to responsible fashion. Our fabric choices remain at the heart of this journey — with a continued focus on materials that are both luxurious and lower impact. We’ve expanded our use of recycled satin, crafted from post-consumer plastic waste, and embraced plant-based viscose derived from responsibly sourced wood pulp. Where cotton is used, we’ve opted for Supima cotton, grown using precision farming techniques that conserve water and reduce environmental stress. Every decision, from fabric to finish, is made with intention.
2024
2024
In 2024, we focused on the smaller details that make a big difference. One of our key priorities was switching to imitation horn buttons — a more ethical and sustainable alternative to traditional horn, offering the same elevated finish without compromising on our values. We also introduced our largest range of machine-washable pieces to date, designed to reduce the need for dry cleaning and the environmental impact that comes with it. These thoughtful changes are part of our ongoing effort to build a more responsible wardrobe
2023
2023
In 2023, we continued to prioritise certified and responsibly sourced fabrics, wherever possible — with a focus on reducing water usage during finishing and processing, using more environmentally conscious dyeing and printing methods, and protecting animal welfare through more ethical sourcing choices.
We remain committed to selecting the highest quality fabrics and trims, which sometimes means sourcing from overseas. To reduce environmental impact, we’ve made conscious changes to our logistics — including shipping by road from our EU mills to our EU factories, minimising unnecessary air freight.
2022
2022
Collaboration with Bute Fabrics, whose promise of quality, sustainable, material resonates strongly with our own core values.
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.
2021
2021
We introduced our innovative triacetate fabric, made from wood pulp sourced exclusively from Biomass Market-certified suppliers, offering a refined finish with a reduced environmental impact. Our silk pieces continue to use SEDEX-certified silk — supporting better working conditions throughout the supply chain. All cotton used across our collections is not only organic, helping to reduce harm from pesticides, but also certified to the OEKO-TEX Standard 100, ensuring every component is tested for harmful substances.
In a significant step towards circularity, we also took a giant leap in reducing waste by designing new styles using excess deadstock fabrics already in our warehouse — giving new life to existing materials and minimising unnecessary production.
2020
2020
We focused on sustainable packaging across all customer orders. Our new packaging is made from fully recyclable cardboard, designed to protect your pieces while minimising environmental impact. We’ve eliminated plastic wherever possible, opting for plastic-free alternatives that still deliver a premium unboxing experience.
We also introduced bicycle couriers for London deliveries, offering a more sustainable last-minuite solution.
2015
2015
After three decades in the fashion industry, Serena Bute founded the brand with a clear and enduring vision: to create clothing that is versatile, wearable, and timeless. With a deep understanding of how fashion moves, she consciously chose to step away from the relentless pace of trends, instead focusing on designing pieces that last — in both style and quality.
However, we appreciate that we still have a lot of work yet to do
MOVING FORWARD
We will continue to hold ourselves accountable and update you on our sustainability journey and progress on this page.
If you have any questions, please contact us at info@serenabutelondon.com.
