11:00, 21 February 2025
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
The first London Fashion Week of the year has arrived! And what better way to kick off this highly covered event than looking at fashion for good.
House of Bauken is a luxury British fashion brand that is committed to offering environmentally and socially conscious style, aiming for a more sustainable future.
But the brand’s commitment to giving back does not stop at fashion as they have worked with many charities over the years. With their deep understanding that positive impact extends beyond one area of business, House of Baukjen became a Certified B Corp in 2021, achieving Best for the World™ status and securing one of the highest scores in Europe for a fashion brand. The company is also proud to have been recognised as 'carbon neutral leaders' at the United Nations 2021 Global Climate Action Awards.
Smiley News interviewed House of Bauken’s co-founder & CEO Geoff Van Sonsbeeck to hear how they’re a leader in mindful, sustainable fashion with a purpose.
What inspired the "Designed for Good" ethos at House of Baukjen, and how has it shaped the direction of the brand?
Our "Designed for Good" ethos stems from our commitment to environmental and social responsibility. Recognising the damaging impact of the fashion industry's significant impact on the planet, we felt a moral obligation to lead by example and effectively coined the term ‘ Fashion 2.0’ . This philosophy influences every facet of our brand, from driving innovations, adopting next-gen sustainable materials, to strive for ethical practices in our supply chain. It has propelled us to achieve certifications including becoming the highest scoring, sizable fashion B Corp in the world, behind the undisputed leader Patagonia, and the only fashion company ever to have won the United Nations Global Climate Action Award.
Geoff explained that House of Baukjen is firmly committed to giving back, believing in the power of community and the importance of making a positive, lasting impact. He emphasised that their core values are centred around supporting charitable organisations, with the aim of extending their influence beyond fashion to address crucial social and environmental issues.
He went on to detail House of Baukjen’s long-standing partnerships with a variety of charities, particularly those empowering women.
“We’ve been supporting Smart Works for many years,” Geoff said, “not just through our Black Friday initiative, but with regular donations throughout the year.”
Regarding their Black Friday initiative, Geoff explained that the partnership with Smart Works stemmed from a desire to “redefine the traditional consumerism associated with Black Friday.” By donating a portion of their sales, as well as clothing, House of Baukjen aims to “support Smart Works' mission of empowering women to achieve economic independence.”
He also noted that this initiative has not only provided vital support to the charity but has also “resonated with our customers,” creating a deeper, more meaningful connection with the cause.
To this, he added that they have had collaborations with other charities such as The King’s Trust (previously known as The Prince’s Trust). House of Bauken donates 10% of their profits each year, carefully selecting organisations that align with their core values. Geof emphasises that they focus on causes such as environmental conservation, women’s empowerment, and social justice, ensuring that their support creates a meaningful difference.
How do you ensure that your customers are engaged with and aware of House of Baukjen’s charitable initiatives?
Transparency and communication are key. We try to utilise our website, emails, and social media platforms to inform our customers about upcoming charitable initiatives. By sharing stories, impact reports, and updates, we invite our community to join us in our ongoing mission.
How does your "Designed for Good" ethos influence the company culture at House of Baukjen?
Our ethos is the backbone of our company culture, it inspires our team to prioritise sustainability and ethics in their daily roles. We encourage continuous learning, innovation, and a collaborative spirit, ensuring that every department aligns with our commitment for positive change in the sector. We offer our staff two days per year to volunteer at their chosen charity so they can be involved first hand.
Has the brand’s approach to philanthropy evolved since its inception, and where do you see it heading in the future?
Initially, our philanthropic efforts were on a smaller scale but as we've grown, so has our capacity to give back. Over the years we've moved from ad-hoc donations to strategic partnerships and initiatives. In time we aim to deepen our existing collaborations, explore new charitable avenues, and integrate philanthropy even more seamlessly into our business model.
Speaking more about social responsibility and philanthropy, Geoff explained that the House of Baukjen balances business growth with social responsibility by embracing the concept of the “triple bottom line.” He expanded on this by explaining that the company does not focus solely on profit, but also on the impact it has on the planet and its people.
“By working closely across our supply chain and embedding ethical practices into our operations, we attract conscientious consumers and partners, driving sustainable growth across all areas.” He noted that this commitment to the triple bottom line sets them apart in the market.
When discussing philanthropy, Geoff explained that House of Baukjen’s business model is designed to allocate a portion of profits to charitable causes without jeopardising financial stability. “By operating efficiently and prioritising initiatives that align with both our brand values and business objectives,” he stated, “we ensure that philanthropy remains integral to our identity.”
Geoff also shared his belief in the power of fashion brands to drive positive change: “Fashion brands have a powerful platform to shape culture and consumer behaviour, especially in an industry known for its environmental and social impact.”
He went on to explain that by embracing sustainable practices, championing ethical standards, and using their influence, brands can drive meaningful change.
He concluded by stressing that real progress requires collective effort, with their goal being to set a new standard for sustainability and serve as a guiding force for other brands committed to positive change.
While too much about their upcoming collaborations and charity initiatives could not be revealed, you can find more about House of Bauken’s targets on this page.
To learn more directly about House of Bauken’s philanthropy and how they continue to be a fashion brand for good, visit here.
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
Smart Works. A charity dedicated to helping women in need secure employment by providing professional clothing, coaching, and interview preparation. Find out more.
The King’s Trust. Previously known as the Prince’s Trust, this charity supports young people, particularly women, to develop their skills, confidence, and employability, helping them to achieve their potential in the workplace. Learn more here.
Fashion Revolution. This is a global movement advocating for more transparency in the fashion industry, promoting sustainability, ethical practices, and fair treatment of workers within the supply chain. Support them here.
