Will & Bear

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Will & Bear Sustainability Actions

B Corp certification achieved

Will & Bear says it became a certified B Corporation, which is a status given to companies that meet set standards for social and environmental performance, accountability, and transparency. The brand presents this as part of its responsible business approach. Independent content in the page also repeats that it is B Corp certified. This suggests the company has gone through a formal review of how it runs its business, not just how it markets its products.

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Gives back from sales and profits

The brand says it gives back a minimum of 2% of sales to non-profit groups and also says it has donated 40% of profits since 2016. It frames this as part of its company constitution and its wider mission. The content does not show a full breakdown of where every donation went, but it does show that giving money to outside causes is built into the business model rather than treated as a one-off campaign.

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Planted over 2 million trees

Will & Bear says it partnered with Trees for the Future to plant ten trees for every hat sold. Its own site says this has led to more than 2 million trees planted to date. This is a reforestation action, meaning trees are planted to help restore land and support ecosystems. The brand also says it now funds tree planting in Western Australia to help regenerate native ecosystems closer to home.

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Works with Odonata on biodiversity

The brand has partnered with Odonata Foundation, a not-for-profit group focused on biodiversity and threatened species recovery. The partnership supports regenerative farming and projects for Australian wool growers. A separate source says the collaboration helps the eastern barred bandicoot program and that a hat linked to the partnership donates part of its profits to that work. This shows the brand is using product sales to support conservation work, not only general charity.

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Uses natural and regenerative materials

Will & Bear says it designs hats from natural and regenerative materials, especially Australian wool that the fashion industry often does not use because of small flaws in texture or colour. It says this helps reduce waste by turning overlooked wool into lasting products. The brand also says it uses traditional hat-making methods and aims to make durable items that can be worn for a long time. These are product and sourcing choices tied to lower waste and longer use.

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About Will & Bear

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