Earth Day | What does 'luxury' mean to us?

April 22 2017 | Blog

"New luxury is responsible and sustainable, it's caring and considerate. Luxury isn't just a brand name; it's what's within it."   Wayne Hemingway.

Today is Earth Day so it's the perfect day to share with you why we call our blankets 'luxury baby blankets', what 'luxury' actually means to us and why we live by this poignant statement about the environment.

"We do not inherit this planet from our ancestors, we borrow it from our children."

It starts with the soil and the way the cotton is grown. We source only organic cotton that is certified by the Global Organic Textile Standard (GOTS). 

This standard stipulates requirements throughout the supply chain for both ecology and labour conditions in textile and apparel manufacturing using organically produced raw materials. 

Our cotton also complies with the STANDARD 100 by OEKO-TEX. This means that both the cotton and the finished blanket are independently tested for harmful substances.

This all makes the cotton more expensive but we never felt like the cheaper alternative was an option.

Then we made sure we went to a manufacturer that was personally recommended by a trusted friend who has been working in the textile and manufacturing industry for over two decades. Again, more expensive to make but fair pay, good working conditions and zero child labour were all non-negotiable for us. 


Sixteen samples later, apparently we hold the record for that, and we are lucky that the makers didn't break up with us! The final design is very special.... three layers of unbleached, organic herringbone weave muslin fill the blanket, making it warm, light, soft and breathable all at once. The label is organic sateen, perfect for little ones to rub against their cheeks, stitched on with a tiny delicate blanket stitch so there are no rough edges.

Then we moved onto the box....

It's made from recycled stock with a FSC liner and it is covered with acid free, Ecf and heavy metal free paper. Again it costs a little more but it's important to us.

All of this took time, we could have produced it all faster and we definitely could have made everything much more easily and cheaply but that really wasn't the point, these blankets have been made to last. It's been a long haul, frustrating and challenging at times but I'm so glad we dug our heels in and stuck to our design, ethical and environmental principles. 

And after all of that we also give back.....1% of all of our sales go to projects that focus on protecting women and children. So far we've supported:

Save the Children for their tireless work with children in conflict zones, particularly in Aleppo. You can read our previous blog post about them here.

Mothers 2 Mothers for their wonderful work reducing mother to child transmission of HIV. You can read our previous blog post about them here.

And over Christmas £10 from the sale of every blanket went to the awesome People's Convoy. They raised £246,505 through crowd funding in just 3 weeks to renovate and equip a children's hospital in Aleppo after the last one had been bombed and destroyed. Hope Hospital opened it's doors on April 5th and you can read about it here.

I have this pinned on the wall beside my desk....


I have a cut out that I treasure, I had it on my original mood board for the blankets and the business model I wanted. It's an interview with the designer Wayne Hemingway, (I stole from a friend's fridge, sorry Megan x), I think it sums it all up. 

"For decades, luxury was obsessed with conspicuous consumption. Fuelled by easy credit, society was seduced by the image and association of luxury. But over the last five years, the label has been torn off luxury. What matters now is what goes into the so-called luxury product, and the story behind it. If the company is adamant on treating it's workers fairly and paying a fair wage, that's luxury.

New luxury is responsible and sustainable, it's caring and considerate. Try it. Luxury isn't just a brand name; it's what's within it."

So we're safe for Baby, safe for Mama, safe for Mother Earth and we think that's the only way to be! And we'll say it again because we think it is worth repeating, "We do not inherit this planet from our ancestors, we borrow it from our children."

Happy Earth day!

Love Louise x

Cotton images via pinterest.

"Only when the last tree has been cut down, the last fish been caught, and the last stream poisoned, will we realise we cannot eat money." Cree Indian Prophecy


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About Hope & Fortune

Hope & Fortune

WRAP . CUDDLE . NUZZLE Luxury organic baby blankets as soft and pure as your baby, as stylish and ethical as you.

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