WHAT YOU DON'T SEE ON THE LABEL 
PART 2: CSR IN OUR DNA
Our base layer tops don’t have labels. That’s because labels get in the way of comfort. But just because we don’t want to provide a label, doesn’t mean we don’t want to provide info on where our products are made. Or from what material. And by whom. And anyway, there isn’t enough space on a label for all that. Which is why we prefer to lay it all out in detail for you here. In five parts. For those who want to get to know the nitty-gritty, the basics, the fundamentals. Or the base layer, of course.
PART 2: WHAT WE MEAN BY CORPORATE SOCIAL RESPONSIBILITY (CSR)
When Jan Willem Onderwater launched Noshirt in 2009, he knew one thing for sure: he was going for sustainable growth, not quick profit. “Corporate responsibility is the only logical option as far as I’m concerned,” he says. “I want to leave the world a better place and not pile more problems onto the already overcrowded plate of the next generation. Or society, which is you. I certainly believe that we have to take steps now. Naturally, I realise that Noshirt is just a small cog in a very large wheel, but the responsibility for a better world ultimately starts at home, with yourself. That’s why we’re building ‘sustainable growth’. That’s how you end up making more of an impact.
WHAT CONSCIOUS CHOICES DID YOU MAKE WHEN YOU STARTED NOSHIRT?
“We instantly opted for Supima cotton, a high-quality material grown by farmers who treat their soil and product with great care. Having this superior cotton in our products feels good in both the literal and figurative sense. It also means that we make a product that’s of high value and quality, and is matched by a fair price. After all, we want to treat everyone in the supply chain well and ensure they are be able to earn a decent living from producing it.”
WHAT STEPS HAS NOSHIRT TAKEN IN RECENT YEARS?
“Our packaging is made entirely of FSC-certified paper, we give Noshirts that can no longer be sold a new life as a Nowaste item, and we have our own take on Black Friday.
“We still use Supima cotton for our Noshirts. We believe that it’s the most conscious cotton choice, because we know that the farmers grow the cotton responsibly and that the supply chain is a good one. Over the years, we have also added Noshirts made from TENCEL™ to our range. Which leaves the decision in our customer’s hands. We aren’t here to preach; we just want to make people aware of the choices they have. This also brings things back to that personal responsibility that everyone has when it comes to sustainability. For me, CSR is more than just sustainability. It’s a mirror you hold up to yourself while asking: What’s reasonable? On all levels.”
WHAT DO YOU MEAN BY THAT?
“It’s about how you deal with people, materials and Planet Earth. It’s about long-term relationships with suppliers, providing the best service to your customers, thinking about ways to reduce your footprint. That’s how Nowaste came about, for example: by creatively looking at what else can be done with the products. And that’s why we also ask our customers to think about how they handle our products: Is it really necessary to open all seven tops in your order and then return them? At the same time, we critically assess everything we do and look for the next thing: the next step in responsible and sustainable entrepreneurship.”
WHAT DO YOU THINK IS THE NEXT STEP?
“That depends on what area we’re talking about. We’re regularly asked when we will introduce a Noshirt Women’s version of the Nature silhouette, and the answer’s simple: it’s on its way. But I’m also open to really difficult questions, to which I don’t immediately have an answer. In fact, I call on our customers and other parties in the market to use their brainpower and invite them to challenge us, to tell us where things can be improved (we’d love to hear from you). And I would also very much like to join other e-commerce parties who – like me – want to do something to address those delivery vans that deliver individual packages to the same address three, four times a week. We can really work on things on the production side; but it’s that ‘last mile’ that also needs to be improved.”
Want to know more about the conscious choices we make? Read more here: