2021
Impact report

Highlights

↳ New Products

For the first time in 2021 we made a men's recycled swimwear collection and a 0-24 month baby collection, both for WWF Market. To meet new needs brought on by COVID-19, we also made filter masks with our signature animal embroidery.

We aimed to launch at least two collections using deadstock and recycled materials in 2021. And we did it with our Huner and Mana collaborations and camisole sweatshirt series. We produced caps and bucket hat models for the first time and designed socks from organic cotton and bamboo. Not to mention we added color to our summer collection with linen shirts and bandanas; in order to be more inclusive, we added XXS and XXL sizes to our products.

↳ Calculating Our Carbon Footprint

As Reflect Studio, we wanted to be part of the companies that achieved the zero carbon emission target in 2021. So, we focused on our carbon footprint. Sadly our carbon footprint measurement was a goal that we couldn't achieve because we couldn't find a suitable partner. Since we could not calculate our carbon footprint, we could not take comprehensive action to neutralize our carbon emissions. We will take carbon offset measures according to figures released in 2022.

In November of 2021, calculated our corporate carbon footprint according to the GHG Protocol (Greenhouse Gas Protocol) methodology,  the most widely accepted method in the world. We will be taking the ISO 14064 standard as a basis in the reporting phase.

We have detailed and reported our monthly carbon footprint since the first day of 2021, under the headings of Scope 1, Scope 2, and Scope 3. In this report, Scope 1 refers to the direct greenhouse gas emissions resulting from the use of natural gas, diesel-fueled vehicles, generators, air conditioning, and cooling systems. Scope 2 refers to the indirect greenhouse gas emissions resulting from the use of electricity. Scope 3 covers all indirect greenhouse gas emissions not mentioned in Scope 2.

Scope 1 and Scope 2 titles are the main footprint metrics of the company that calculate the greenhouse gasses resulting from our activities in terms of carbon dioxide. Scope 3 data is important because it provides a detailed breakdown of metrics that are harder to track.

Most of our Scope 1 emissions are due to emissions caused by air conditioners which we need in order to regulate our office temperatures. The company vehicles that we use to audit our supply chain are reported as our secondary source of greenhouse gasses.

Two headings that stand out in the total inventory share of Scope 1:

1. Air Conditioning Gasses (16%)

2. Company Vehicles (6%)

The electricity consumption we use for heating, cooling, lighting, and electronic devices in Scope 2 corresponds to approximately 17% of our total inventory.

 With the motivation of transforming our end-to-end supply chain into a zero-carbon emission supply chain, we aim to expand our value chain to set an example for Turkey and the world.

 Based on this, we tracked our carbon footprint for Scope 3 under these topics:

→ Shipments (58%)

→ Flights

→ Paper Consumption

→ Cargo Boxes

→ Tissue Paper

→ Kraft Paper Envelopes

Our corporate carbon footprint was measured at 45,000 tons in 2021.

 The distribution of our carbon footprint according to the scopes was as follows:

Scope Carbon Footprint Emission (tons) Percentage

Scope 1. 10.47 tons 22.89%

Scope 2 7.81 tons 17.07%

Scope 3 27.47 tons 60.04%

Our three main goals for 2022 are;

1. Reducing our carbon footprint emissions under Scope 2,

2. Taking a broader view of our Scope 3 inventory

3. To calculate our monthly carbon footprint across our whole supply chain, including our manufacturers.

↳ Recycled materials

In our previous winter collection, we had replaced the raw materials of our fleece with recycled materials. In 2021, we used recycled yarns made from post-consumer plastics in the production of our men's swimwear, beach towels, and bracelets.

↳ TENCEL™ Lyocell

For the first time in 2021, instead of cotton or silk, we used a sustainable raw material made from renewable woods called TENCEL™ Lyocell. This botanical fiber is known for its comfort and contribution to the cycle of nature because it is a fiber that requires considerably less water for its production. It offers a closed-loop production model because it can dissolve in seas and compost in the soil allowing it to completely return to nature after use.

↳ Upcycled Products

One of our primary goals in 2021 was to create a collection using upcycled materials. We achieved this goal as Reflect Studio by using ghost nets saved from the sea to make pockets for our bags made for one of our corporate clients.

In February of 2021, we came together with Huner The Brand to produce durable, long-lasting bags and cases upcycled from old sailing fabrics for WWF Market. We joined forces with the brand Mana to repurpose leftover fabric from our hoodie and sweatshirt productions. Together with women who were looking to solve their financial difficulties, we turned our textile waste into hair scrunchies.

↳ Deadstock Products

We repurposed our deadstock camisole fabrics and gave them a new lifecycle by turning them into sweatshirts.

↳ Second Quality Products

In the fashion industry, the term “second quality” refers to retail products that fail to meet quality control standards during manufacturing. These products are set aside even for the smallest of imperfections, sometimes invisible to the naked eye.  

Second-quality products, which are becoming more and more common and reaching insurmountable amounts, are usually incinerated or dumped. At Reflect Studio, we came up with a new solution for our second quality products that reduce our environmental impact and helped us avoid the prominent culture of excessive production and consumption. In September of 2021, we opened WWF Market Fix & Play Store in Kanyon Mall where customers can buy our second quality products at discounted prices, personalize and fix them with embroidery, transfer printing, heat pressing, or sewing.

↳ BCI Certification (Better Cotton Initiative)

Our goals for 2021 included getting a Better Cotton certificate, which is implemented in 23 countries because it conveys the importance of Better Cotton for our future. The goal of BCI is to decrease the use of water and harmful pesticides and fertilizers in agriculture; protect natural habitats in agricultural lands and the health of the soil, and increase the welfare of agricultural workers in cotton production.

And we did it! We got our certificate and started using BCI-certified cotton in products some of our accessories like our socks.

↳ Eco-Friendly Packaging

Last year we started an R&D project to find a packaging solution that would eliminate the use of plastic in storing and shipping. 

We started off with finding a sustainable alternative to the single-use plastic garment bags that we depend on to protect our products during transportation and storage. So, we created new reusable packaging from post-consumer recycled plastics. To give them a longer lifecycle within our supply chain we added a zip lock detail so they could be resealed and reused. We implemented an operational setup that collects them at the end of their use and sends them back to our warehouse to be used again.

Next, we switched our shipping packaging from plastic cargo bags to recycled and recyclable kraft cardboard boxes. These two major changes in our packaging choices helped lessen our carbon footprint immensely.

Challenges

↳ Increase in Exchange Rates and Raw Material Prices

In 2021 the price of raw materials in the textile industry increased by more than 50%. This inflation notably affected many brands that pursue a sustainable approach to fashion. The cost of organic cotton, which we use in 90% of our products, increased more compared to standard cotton, and since we buy our raw materials with dollars, the increase in the exchange rate directly affected our retail prices.

↳ COVID-19 pandemic

The COVID-19 pandemic affected the sustainable fashion industry as it affected every other industry. All our processes slowed down due to the pandemic and we were faced with the challenge of working at half capacity. This situation negatively affected our entire supply chain.

Goals

↳ Material

Apart from clothing, we strive to add different eco-friendly and sustainable alternatives to our product categories. We also aim to expand our product range using TENCEL™ Lyocell and increase our use of deadstock and upcycled materials.

Highlights

↳ Supporting WWF-Turkey

As Reflect Studio, we continued to donate 11% of our net revenue from WWF Market sales to WWF-Turkey in order to support nature conservation efforts. We help WWF-Turkey's campaigns reach bigger audiences with our communication strategies on social media and newsletters.

Challenges

↳ Lack of Alternative Manufacturers

During our product and raw material R&D we found many alternative fabrics this year that are made with raw materials which use less water, require less dye, and have different technical properties. However, due to the low demand and high costs, production opportunities were very difficult. Our studies show that if the demand for sustainable textiles increases, access to such raw materials will indirectly become easier.

Goals for 2022

Highlights

↳ People and Inclusivity

In 2021, 23 more people joined our team and our female employment rate reached 61%. During the pandemic, we did not resort to compulsory leave of absence or dismissals. We also offered the opportunity to work from home due to the risk of illness.

↳ Donations

We donated hoodies and t-shirts to various village schools located in zones affected by fires and earthquakes. During the forest fires that took place in the summer in Turkey, we collected aid and made donations to different charities.

↳ Face-to-face communication with events

In November and December, we held two WWF Market Fix & Play Workshops in Kanyon Mall. We were on the field for about five days each for the two events where we got to meet our community. Together we laughed, had fun, and learned about the benefits of repairing clothes.

Challenges

↳ Working remotely:

Since March 2020, due to Covid-19, we have been implementing a system where our team can work from home part-time. Although we quickly adapted to this new system, it came with new challenges we had to face. Our team kept growing. Meanwhile, it took longer than usual to establish group dynamics.

Goals for 2022

We believe that successful work comes from feeling good and being good. We plan to spend more time as a team by arranging retreats. We also want to come together with our community through many more Fix & Play events.

WWF Market Partnerships

↳ Mana

We joined forces with Mana, whose work on sustainable fashion, circular economy, and violence against women we follow closely, to produce scrunchies with the leftover fabrics from our production for WWF Market. In doing so, we provided the opportunity to earn an income for women who cannot leave their homes for various reasons and who are in financial difficulties. We sent the leftover textile wastes of WWF Market to their homes and turned fabric pieces, which would normally go to waste, into scrunchies. Thus, we were able to create a new life cycle for our waste fabrics.

↳ Huner

We came together with Huner the Brand, who has been designing bags using old sail fabrics since 2016 and produced a unique upcycled collection. The story of Hüner Aldemir, the founder of the brand, started with the bags she created from old, useless sail fabrics for the Pavilion of Turkey at the 15th International Architecture Exhibition at the Venice Biennale. Today, Hüner still saves these old sails that would normally go to waste and brings them back to life in completely different forms.

↳ Face-to-face communication with events

In November and December, we held two WWF Market Fix & Play Workshops in Kanyon Mall. We were on the field for about five days each for the two events where we got to meet our community. Together we laughed, had fun, and learned about the benefits of repairing clothes.

↳ Lar Studio

We collaborated with Istanbul-based Lar Studio and designed colorful, timeless, and sustainable products inspired by good agricultural practices, biodiversity, and the rhythm of nature, which WWF-Turkey focuses on as part of their conservation efforts.

↳ 3P Metrics

In November 2021, we started working with 3P Metrics to calculate our head office’s carbon footprint. 3P Metrics provides corporate carbon footprint calculation and reporting services in accordance with ISO 14064 standards. 

Goals for 2022

Highlights & Goals for 2022

↳ Launching in Europe

In 2021, we expanded our WWF Market Turkey operations and started our sales in Europe.

↳ Product Range

We expanded our product range and fabrics, launched new product categories. For the first time, we produced swimwear from recycled polyester. We moved on to offer eco-friendly alternatives for everyday life with our baby, children, and home categories.

↳ New Animal Species

This year we added 25 new endangered species to our WWF Market collection.

↳ WWF Market Fix & Play Store

In 2021, we opened WWF Market Fix & Play Store in Kanyon Mall, a pop-up store where second-quality products can be personalized and brought back into use. In September and December, we held our first two events where we met with our community and got to know them better.

Challenges

New Year, New Goals