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Tonic Menswear London

1% For The Planet

Since 2021, we have been a proud member of 1% for the Planet, a network of brands and non-profits working to make the world a better place. Through the initiative, we donate 1% of our revenue each year to The River’s Trust, who are working to solve on of the most pressing environmental challenges of our time – keeping our rivers clean and healthy.

Our ethos at Tonic is strongly related 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 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, so all we can do is try our best.

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.

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 1% for the Planet is a global network of businesses, nonprofits and individuals working together for a healthy planet. Through 1%, more than $150 Million has been given back to the environment.

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

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