During the past couple of years, many high street brands have turned their focus to the concept of everyday essentials. Naturally, these will look different for everyone but, fundamentally, in clothing terms they tend to be the things that help make your wardrobe work harder. Now, you're able to buy such essentials on Amazon.
Amazon Aware is the global behemoth's new in-house brand that promises carbon neutral products across fashion, beauty and home categories. It is, in many ways, the company's reaction to an increased customer demand for sustainability, which hasn't exactly been Amazon's strong point up to now.
Said Matt Taddy, vice president of Amazon Private Brand, 'We are committed to creating programs that contribute toward a more sustainable future. Amazon Aware is another step that continues in our commitment to test, learn, and innovate, while offering low-priced, everyday essentials to our customers, all with third-party certifications featured in our Climate Pledge Friendly program.'
So, what does this actually look like? Well, for women, it translates to a selection of luxe-looking loungewear – sweatpants, sleep shorts and tank tops – as well as jeans from £36, throw-on-and-go jersey dresses for £28 and Sherpa jackets for less than £50. All the fabrics used are recycled materials and feature third-party certifications such as Organic Content Standard 100, Global Recycle Standard, and HIGG Index Materials Seal.
Handily, there is also a homewares section, featuring really lovely bedding from just £22.99, organic cotton bath maths from £11.99 and cotton plush towels for less than £25. The beauty products available include shampoo and shower bars, all formulated with Fair Trade olive oil, and include ingredients like organic aloe vera, organic avocado oil, and organic coconut oil. There is also zero plastic packaging, made of recycled paper to avoid plastic waste.
This is, of course, just the beginning, with many more product lines planned for release over the next few months. For now, however, this offers an easy and affordable way to pick up some essentials that tend to make life a little easier.
It's also one step closer to Amazon becoming net-zero carbon by 2040, 10 years ahead of the Paris Agreement, as it has promised it will be.