Made Mindfully

overall rating:



Maaria Ishtiaq
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Made Mindfully is a new logo introduced by Tesco in their F & F clothing range. This logo represents the change in materials that Tesco have inputted in their products. The materials that they have used are more sustainable in the way that they have been grown or produced/made. My overall thoughts on the new clothing range by Tesco is that they are improving and incorporating more recyled materials and more sustainable and renewable sources of cotton. Therefore, this improves the wellbeing and quality of life of workers and improves the surrounding areas for wildlife. However, their are still parts of the manufacturing process that are still not mentioned in their reports and how they should be communicating with other brands that reside in their store to change their packaging in their products.In this review, I will be investigating whether this logo actually means a positive impact or a veil to hide behind consumer demand for eco friendly products and sustainability.

What it's made of:


The Made Mindfully symbol is used on certain clothing that follow a specific criteria. The criteria is made up of recycling, MMCF (man made cellulose fibres), organic and cotton. This criteria suggests that the product must contain at least 50% of recycled polyester or nylon (if single fabric) but if mixed then has to consist of at least 50% of reponsibly sourced fibre or recycled materials. If it contains MMCF then at least 50% should be closed loop viscose content which is ecofriendly such as Ecotang from Sanyou, if organic should contain at least 50% organic cotton and if contains cotton then all of the cotton itself should be sustainably farmed. As a result, half of the material in the items may be unsustainable which contradicts Tescos idea of being eco friendly and more should be done in incoporating a higher proportion of organic material.

A lot of clothing that has this symbol consist of a variety of materials. An example of a few are sustainably farmed cotton present in ladies denim and organic cotton used for baby clothing. This eco friendly cotton is supported by the 2025 sustainable cotton challenge that Tesco has signed to ensure 100% that the cotton that is sourced has a positive impact on both the planet as less pesticides and water are used and the workers are treated fairly. In addition, Tesco has created dressing gowns that consists of at least 50% recycled polyester which has saved 52 million plastic bottles based on 20g weight. Also, to support the increase in recycled polyester, the 2025 recycled polyester challenge was signed to ensure by 2025 that recycled polyester usage went up to 45%. In addition, any wooden toys that have been made are sourced from sustainable wood. However, these wooden toys are only Tesco made not for other brands. 

How it's made:


In the annual report it does not mention the process of making these products at all and only mentions sustainable food, not clothing or homeware. As a result, it is unclear whether they are implementing these changes or not which can misguide consumers as they believe they are purchasing eco friendly products. However, they have mentioned in numerous reports such as the Restricted Substances in Textiles, Leather and Footwear list that they have reduced pesticides for the safety of their workers and the surrounding environment. Furthermore, Tesco have signed up to the Partnership for Cleaner Textiles (PACT) programme which aims to reduce the water and energy that is required to make their clothing. The website states over 2 million cubic meters of water with a further 154, 851 MWh of energy being saved which can be used for far more important purposes for those that are in need of freshwater. This is supported by their sustainability report on PACTs website which reinforces the amount of energy, water and resources that they have saved highlighting that they do regulate the companies that they are in partnership with. In addition, there are several other reports as well which seems really good for a large company. Also, on the website Selfless Clothes they have nicely inserted a ethical summary on their page which highlights the good and the bad of the company and details for each point. Overall, they highlighted that PACT themself provide a great living wage, are fairtrade, use biodegradable packaging and organic cotton is used to make up 95% of materials in clothes made by PACT. However, there is no public code of conduct for suppliers and the quality of their clothes is an issue. Overall, this company is doing well in terms of reports and providing the basic needs for workers but more needs to be done in order to be more transparent to consumers.

Who makes it:


The main people that pick the cotton used are cotton farmers. Tesco have worked with a company known as Better Cotton Initiative that specialise in training cotton farmers to reduce the amount of water and energy that is being used. The Better Cotton website seems promising as they mention that the working conditions and standard of living are high and inequalities such as gender issues can be solved. In addition they mention multiple figures to support their statement of their sustainably initiative. This includes 2.4 million farmers recieving a BCI license which meant that they could produce 6.2 million tonnes of cotton. Also, they have launched projects to increase knowledge and skills of women and men so that they can become equals and work more efficiently with each other in countries such as India. As a result, it indicates that this programme is doing well by its farmers.
The CEO of Tesco at the current moment, is Ken Murphy who became CEO in 1st October 2020. He initially worked at Walgreens Boots Alliance Inc for 20 years as a Senior Executive so has had a lot of experience throughout his career. However, looking at his profile page on Tescos website it does not state whether he is or was involved in anything sustainability related. In addition, he was paid approximately £1 million when he initially started which does highlight that those in higher positions do receive more than they should whilst those in lower positions in the company do not receive anywhere near the same amout. Also, in the Retail Gazetta it highlighted that there was a gender pay gap of 6.8% between males and females which was lower than the 8% of the previous year which shows that more needs to be done to bring about equality.