Established in London, for nature loving urbanites, Absolutely Bear creates stylish and sustainable clothing, for those who share a love of city living and life in the wild.

The journey began in 2015 with a t-shirt, a Bear and an idea – that a clothing brand could help reconnect urbanites with nature. We believe designing clothing based around sustainability is one important way we can reconnect every day with the natural world we love.

We all need nature in our lives to thrive, because the benefits to our bodies and minds are well, BEAR-sized. So, we chose the Bear, a talisman of the natural world, to connect a generation of urban living city folk with their roots, in nature. For the millions of people who live in cities and towns across the world, but who love the wild, we’re here for you. Just remember, you don’t always need to live in nature to live naturally and enjoy its benefits.

Supported by our growing community, our goal at Absolutely Bear is to help protect the planet we love – and we believe nature has a vital role to play in this process. By respecting and nurturing the natural world, we can reduce the effects of climate change and help protect wildlife that is vital to our future and that of the planet. That is why we are members of the 1% for the Planet movement and commit to giving 1% of our gross annual earnings to vetted environmental non-profits who exist – to protect the planet.

From Bear HQ in London, every decision we make is based on the level of impact that choice will have on nature, people and the planet – whilst making sure never to stray from our design principles of sustainability and style.

What we wear can make a difference.

Wear Something That Matters – Wear The Bear


Absolutely Bear

Growing up in the Northumbrian countryside, having left London as a three-year-old when my parents decided to make the move out of the city, I was fortunate that I got to spend my childhood surrounded by nature. Clambering over Hadrian’s Wall, exploring the woods and climbing mountains in the Lake District with my Dad and brother, are some of the fondest memories I have of childhood.

It’s this love of being outside and spending time in nature that runs through the core of Absolutely Bear, a brand I started for urbanites who I felt deserved a sustainable and stylish product that both respected nature and met the demands of city living and life in the wild. So, I set about creating a progressive brand that would put the environment, people and nature at the centre of everything we do.

To me this means creating a product using sustainable fabrics and engaging in manufacturing processes that respect the people who make our clothes and minimise our impact on the environment, and then, together with our community – using the Absolutely Bear brand to give back, in order to help protect the planet. Nature is our greatest friend and ally in this endeavour, which is why we support environmental non-profits through the 1% for the Planet movement.

And so, juggling another full-time job with a new baby, I began the process of creating a brand and a product that would help city folk like me reconnect with the natural world we all love, through the clothes we wear and lifestyle we lead.

I’m proud that, supported by our growing community around the world, the Bear continues to grow and evolve. As the global awakening to climate change and human impact on the environment continues, we’re excited to play our role in giving men a stylish, sustainable and ethical option when it comes to buying clothing.


Working towards a more sustainable future, together.
We’re committed to protecting the natural world we love; through the clothes we wear and the lifestyle we lead.

Creating a clothing label which at its core aims to help urbanites reconnect with nature – is why we’re here; and designing clothing based around sustainability is fundamental towards achieving this goal. We recognise the damaging impact the fashion industry has on the planet, so our aim is to offer a more sustainable alternative for forward thinking individuals, who like us, are on a journey to minimise their impact on the environment. We’re not perfect, but we’re always looking at ways to improve.

Read more below about how we are working towards achieving our collective goal – towards a more sustainable future.


We use natural fibres to create great clothing


We use certified organic cotton to make our clothes, apart from our collection of knitwear which is made up of a variety of materials including cotton, merino & lambswool.

Conventional cotton is one of the most widely grown crops in the world and one of the most chemical-­intensive. These highly toxic chemicals have a tremendous impact on the earth’s air, water, soil, and the health of people in cotton-growing areas.

In contrast, organic cotton is grown without the use of chemical fertilisers, pesticides or defoliants, using methods and materials that have a low impact on the environment. It also uses a staggering 91% less water than conventional cotton, which usually comes from rainwater rather than irrigation. Organic production systems replenish and maintain soil fertility and build biologically diverse agriculture.

Organic cotton is of a higher quality to standard cotton, so not only is it more durable and will last longer, but it is also softer and kinder to the skin. It is also kinder on the people who produce it.

Where it is necessary, in a limited numbers of our items in our collection, we use a small mix of polyester with organic cotton. But we have opted to used recycled polyester in an effort to be as sustainable as possible and give a second life to a material that’s not biodegradable and would otherwise end up in landfill or the ocean.



GOTS is the Global Organic Textile Standard label – the strictest certification for textiles made from organic fibres. GOTS tracks the entire chain of production from farm to factory: from the harvesting of cotton and the weaving of fibres to the assembly of items and the final product before printing, even including the export of our clothing! It certifies that the cotton is GMO-free, grown without the use of chemicals and processed and dyed without using any banned toxic substances.

GOTS also ensures compliance with the labour standards of the International Labour Organisation throughout the chain of production.


OEKO-TEX Standard 100 is a bit of mouthful, but it’s a big one for us, because it certifies the absence of harmful chemical substances – one of the big problems a heavily polluting fashion industry must solve in an effort to create a more sustainable future. This independent testing and certification system ensures that all raw, semi-finished and finished textile products are processed in a way that prioritises against the use of potentially harmful substances even where they are not (yet) legally banned. We believe it’s important to take a forward-thinking approach to help keep harmful chemicals out of your clothing.


PETA (People for the Ethical Treatment of Animals) Vegan approved means there are no animal products involved in any part of the creation of the garment. Whether you are a fully-fledged vegan or not, our goal is to create a sustainable collection of clothing and accessories that ensures the ethical treatment of animals.


The Fair Wear Foundation is a non-profit organisation which supports workers in the garment industry helping them to realise their rights to safe, dignified, properly paid employment. We think the fashion industry has for too long acted without proper care and consideration for the awesome people who go to work every day to make our clothes and so an organisation that works to protect and promote the rights of garment workers around the world takes on legendary status for us.

The basis of the collaboration between Fair Wear and their members is the Code of Labour Practices. The core of this code is made up from eight labour standards derived from the UN’s Declaration on Human Rights. They include: no discrimination in employment, no exploitation of child labour, payment of a living wage and safe and healthy working conditions.

Some garments have been made in facilities powered by green renewable energy. Their carbon footprint has been reduced by around 90% with these calculations certified under the PAS2050 standard.

Our mailing bags are recyclable and we are looking at moving away from plastic packaging altogether.

We want you to feel confident that when you buy from Absolutely Bear, you are minimising your impact on the planet.


We utilise innovative solutions, to make our packaging more sustainable

The plastic crisis facing the planet is causing untold environmental damage and we believe we have a responsibility to ourselves, our customers and the planet to make our packing as sustainable as possible. From the bags your clothing is stored and sent to you in, to the swing-tags and string we use to attach them, we take a holistic approach to create a complete sustainable packaging solution.


We use 100% FSC Certified Brown Paper Mailing Bags to send your orders to you, which utilises a water-based adhesive strip to close. The bags are made from 100% sustainable materials, are plant-based and plastic-Free. They are 100% reusable, recyclable and compostable and are made right here in the UK.


From October 2020 all new products and any re-stocked items will be sent to you in “LEAVE NO TRACE BAGS”, which is hugely exciting for us as it solves the question of how we keep your products protected on their journey from our suppliers and factories, to our warehouse and ultimately to you in a sustainable way. These garment bags are not only biodegradable and water-soluble, but break down harmlessly to non-toxic biomass in soil and sea.

We hope this new technology developed by Aquapak will become a real part of the solution to the plastic crisis facing the planet.

How it works

Made from a specially formulated polymer resin using Polyvinylalcohol (PVOH). PVOH is still a polymer, but the major differentiator from traditional plastics is that the material is hydrophilic (i.e. it loves water). This means it breaks down quickly in the marine environment without attracting other toxins or forming microplastics, as traditional polymers would.

As the material degrades, smaller oxidized polymer chains are formed that eventually break down to carbon dioxide and water. The material does not form toxic microplastics or yield any harmful products at any stage of the breakdown and biodegradation process. The ink used is also non-toxic and food-safe, so there are no nasty chemicals produced as the bag breaks down.

We have a responsibility to keep your products protected on their journey from our suppliers and factories, to our warehouse and ultimately to you.


Our swing tags are made from Recycled FSC board


We having been using plain old string for a while now to attach our swing tags to our clothing and have got rid of the little plastic clips that are the industry norm. Who needs them and lets face it, string looks much better anyway.

We give 1% BACK to protect the planet

Absolutely Bear

Wear something that matters – WEAR THE BEAR

We are a member of the global 1% for the Planet movement and commit to giving back 1% of our gross annual earnings to environmental non-profits to create a healthier planet and a more sustainable future.

It is our belief that business has a responsibility to use its resources to help shape a better world and lead the way in protecting our planet.

We believe that in order to combat the effects of climate change, we must look to our greatest ally and friend – nature! By respecting and nurturing the natural world, we will not only protect our wildlife and the vital eco-systems that we all rely on, but we will be able to secure a future that generations to come will be able to thrive in.

The connection between mankind and nature is fundamental to who we all are and where we’ve come from. This connection should be celebrated, understood and nurtured, in order for us all to enjoy the wonders, benefits and protections nature has to offer.

Becoming part of our community, means every time you invest in your wardrobe, you’re also investing in improving the environment in which you live.

Meet Trees for Cities
Our 2020/21 Non-Profit Partner

Absolutely Bear

We’re excited to have partnered with Trees for Cities and we look forward to contributing to the important work they do, in terms of making our cities greener and healthier places to live, for the increasing number of people who live in urban environments.

Trees bring real benefits to our cities, health and wellbeing.

Around 1 in 6 adults in the UK experience mental health issues at some point in their lives. The presence of trees has been shown to have a positive effect on mental health outcomes.

The effects of climate change are already being felt. We’re experiencing warmer, wetter winters, and hotter, drier summers, creating higher temperatures in our cities.

Climate change has caused an increase in pests and disease, which had never previously affected the UK. The impact has been an unprecedented threat to some iconic tree species, including ash, horse chestnut and oak.

By planting thousands of urban trees each year, Trees for Cities is building resilience against threats facing the natural environment, by creating pockets of valuable woodland in existing urban green spaces. These vital trees help to absorb CO2 and purify our air, shield communities from noise and air pollution and provide quality habitats for wildlife in our cities.

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