Award-winning childrenswear outdoor brand Muddy Puddles has announced today its certification as a B Corporation (or B Corp), joining a growing group of companies reinventing business by pursuing purpose as well as profit.
Muddy Puddles has been certified by B Lab, the not-for-profit behind the B Corp movement, as having met rigorous social and environmental standards which represent its commitment to goals outside of shareholder profit.
The B Corp certification addresses the entirety of a business’ operations and covers five key impact areas of Governance, Workers, Community, Environment and Customers. The certification process is rigorous, with applicants required to reach a benchmark score of over 80 while providing evidence of socially and environmentally responsible practices relating to energy supplies, waste and water use, worker compensation, diversity and corporate transparency. To complete the certification, the company will legally embed their commitment to purpose beyond profit in their company articles.
Muddy Puddles is now part of a community of 5,575 businesses globally who have certified as B Corps. The B Corp community in the UK, representing a broad cross section of industries and sizes, comprises over 950 companies and include well-known brands such as The Guardian, innocent, Patagonia, The Body Shop and organic food pioneers Abel & Cole.
Recent attention on the children’s fashion industry makes Muddy Puddles B Corp certification a notable step and signals a shift towards greater accountability and transparency in the sector.
Chris Turner, Executive Director of B Lab UK, says “We are pleased to have B Corps of all shapes and sizes as part of our community – from startups to multinationals and across many different industries. Business is a powerful force and B Corps demonstrate that you can do good in any sector. Welcoming Muddy Puddles is an exciting moment because they have an opportunity to lead the way within the children’s fashion industry. We and the rest of the B Corp community are really pleased to support Muddy Puddles in paving the way for a new way of doing things”.
Natasha Ascott, managing director of Muddy Puddles added; “We’re absolutely delighted to have achieved B Corp certification. Ever since we started Muddy Puddles we’ve been committed to this goal, and all our hard work has paid off. From sourcing the best possible factories and materials to the way our business is run, the team has put a great amount of effort into making sure our practices are sustainable and environmentally responsible. It’s great to be recognised with such a prestigious certification.”
B Lab UK is transforming the economy to benefit all people, communities, and the planet. A leader in economic systems change, our global network creates standards, policies, and tools for business, and we certify companies—known as B Corps—who are leading the way. To date, our global community includes 5,575 B Corps in 83 countries and 157 industries, and over 150,000 companies manage their impact with the B Impact Assessment and the SDG Action Manager.
About Muddy Puddles
Born on a kitchen table in Devon, Muddy Puddles is an award-winning childrenswear brand that firmly believes there is no such thing as bad weather, just the wrong kit! Made entirely from recycled plastic, the range is not only practical but ethical too. Determined to ensure children can spend as much of their time outdoors as possible, Muddy Puddles has a bright, bold and colourful range of unisex designs designed to be washed, worn and passed on. The range includes a full collection of swimwear and beach protection.
All Muddy Puddles clothing is produced to the highest ethical standard. The brand commits to only working with manufacturers that have IS2009 certification, which means all their factories are independently certified to ensure working and safety conditions are at the highest possible level.
Committed to ensuring children from different backgrounds have access to its brilliant range of outdoor wear, Muddy Puddles supports charities Farms for City Children and Urban Wild Places.