1% for the planet

2 weeks ago Tonic became a member of the global organisation 1% FOR THE PLANET, by joining I have made a commitment to contribute 1% of Tonic’s annual sales towards the preservation of our planet.

Since starting Tonic I have always been committed to the concept of buying less and buying better, selling quality, classic pieces that are made to stand the test of time.

Before buying a new brand I ask – are the products made with the right materials? Are they from sustainable sources? Are the products produced in limited numbers? Are they made in the best factories? Then, and this is quite important, can we sell it?

I’d be lying if I said this was easy, it really isn’t. The clothing industry is huge and it’s complex, way beyond anything my limited brain can appreciate, and I’ve been working in the business for 30 years! I don’t always get it right, but I try my best. I have to place my trust in the people I buy from, the brand, the agent or distributor.

I first came across 1% FOR THE PLANET early in 2019 after reading the book – “Let My People Go Surfing” written Yvon Chouinard the founder of outdoor lifestyle brand Patagonia. 1% FOR THE PLANET represents a global network of businesses, individuals and non profit organisations tackling our planet’s most pressing issues. 

let my people go surfing


I want to feel good about what we’re doing… that Tonic can part of the solution rather than part of the problem. That means we want to sell quality clothes which last a long time and which are made fairly, sustainably and well. 

We realise we are only a small business and that we can’t make more than a small contribution to solving such a huge problem but we believe that if businesses and millions of people start to make similar choices then it becomes a global revolution and Tonic wants to be part of this….

This is also why I’m proud to commit 1% of our total sales revenue, not just profit, back to Planet Earth. ✌️



One percent for the planet earth
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