The Uncomfortable Truth About Environmentally Sustainable Clothing (and What We're Doing About It)

If you’ve ever tried to choose environmentally sustainable clothing, you’ll know this already: it’s rarely the easiest—or most economical—path. And it is this, precisely this, that must change if we are to still enjoy and get sustenance from our beautiful planet. The environmentally positive path must be simple, easy and economic. 

The environmentally positive choice—whether it’s food, travel, or fashion—shouldn’t be the hardest. Choosing environmentally sustainable clothing must become simple, affordable, and accessible.

That’s what we’re working on—even in something as seemingly small as selling T-shirts to support The Coastline Runner.

We’ve proudly partnered with Teemill to offer environmentally sustainable clothing made with circular principles. Their system prints clothing on demand (no stockpiling), uses low-impact, organic and recycled materials, and supports a closed-loop process to keep textiles out of landfills. Our bestseller? The Remill T-shirt—made from 50% recycled and 50% organic cotton, and part of a system designed to keep textiles out of landfill. 

But recently, we hit a snag. 

Luke Douglas-Home, wearing the Coastline Runner T-shirt

Some sizes are out of stock. And after checking in with Teemill, we’ve learned that the Remill range is being phased out while they review and improve the line. That means no restock dates, and no guarantee it’ll return in the same form. 

So—what now? 

We do what runners do when the path ahead is blocked: we adjust the route and keep going. 

As of today, we’re offering a new line of 100% organic cotton T-shirts in our online shop.

These are still: 

• Responsibly made 

• Printed on demand using renewable energy 

• Fully part of a circular economy 

Why This Shift in Environmentally Sustainable Clothing Matters

It’s not just about having stock again. It’s about continuing to prove that fashion can be low-waste, circular, and part of a bigger environmental solution...

Here’s how that works: when your T-shirt wears out, you can scan the care label, return it for free, and it gets remade into something new. No waste. No landfill. Just a continuous loop—wear, return, remake—that leaves the old take-make-dispose model in the dust. 

Every T-shirt sold directly funds The Coastline Runner—and every pound helps us reduce the plastic pollution of our ocean. 

In case you're new here... 

Luke Douglas-Home talking to pupils from Seabrook School

This project began with Luke—our founder—running the UK coastline collecting plastic waste. One man, one bag, one mission: to stop rubbish from reaching the sea. 

Since then, it’s grown. Thanks to your support (and your T-shirt purchases), we now: 

🟢 Run coastal litter-picking routes, collecting plastic pollution before it harms wildlife 

🟢 Deliver educational sessions in schools and communities to raise awareness  

🟢 Partner with councils, businesses, and NGOs to build better waste systems  

🟢 Share stories and data to put pressure on policymakers and corporations  

🟢 Promote a circular mindset—reusing, repairing, and designing smarter across all sectors, not just fashion! 

We did love the Remill blend. It was a bold, recycled step in the right direction—and we hope it returns in a new, improved form. 

But the path to A Future Without Rubbish isn’t straight. It’s full of potholes, washed-out trails, and sometimes, missing Ms and Ls. 

The good news? We’re still moving forward. With every shirt you wear, every return you send back, and every conversation you spark—this movement grows. 

Thank you for sticking with us, sharing the message, and wearing your values on your chest. 

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