At Secret Linen Store, we’re a curious bunch. We like asking questions, especially the ones that help us sleep better (literally and figuratively). Questions like: Where do our materials come from? How are they made? Are we doing right by people and the planet? And perhaps most importantly, what does “sustainable” really mean when it comes to our bedding?

To help answer these very big (and sometimes confusing) questions, we sat down with our brilliant ESG & Sustainability Manager, Alice Dee. She’s the one behind the scenes making sure every thread, button and biodegradable bag we use is chosen with care and integrity. No fluff. No greenwashing. Just honest, ongoing work to do better and be better.

So, pop the kettle on, and join us for a warm and wonderfully insightful natter with Alice. From responsibly sourced cotton to factory visits in Portugal, we’re pulling back the covers on what sustainability means to us and why we’ll never stop learning.

Next, we got stuck into the big stuff. The word ‘sustainable’ is used so much these days, so what does it really mean to Alice and to us?

“For us at Secret Linen Store, sustainability is more than a buzzword; it’s a commitment that runs through everything we do,” Alice confirmed. “We define it through three core pillars: environmental care, social responsibility, and strong governance. We make our business decisions with these values in mind, ensuring that every choice considers its impact on people and the planet.”

“In a world full of greenwashing, it’s easy for customers to feel overwhelmed or sceptical. That’s why we place such importance on transparency and accountability. Every sustainability claim we make is backed by evidence, certification, and clear sourcing practices.”

We often talk about "continuous improvement" rather than chasing perfection. Alice explained what this looks like day-to-day: “We see sustainability as a journey, not a fixed end goal. Day to day, we make countless decisions, and the key is that we consistently view those decisions through the lens of both social and environmental responsibility. This approach keeps us focused on finding better ways to do things, however small.”

And are there any common myths about ‘eco-friendly’ bedding she’d love to bust?

“I often feel cautious when I see vague language used in marketing,” she admitted. “A leaf icon or a label saying ‘eco’ isn’t enough. I always encourage people to question what they see: how exactly is the product better for the environment? Look for substantiated claims and recognised third-party certifications like OEKO-TEX® or  GOTS (Global Organic Textile Standard) . These provide real reassurance.”

“Here in the UK, the Green Claims Code was introduced to tackle this, and we use it as a foundation for all our communication. It helps us stay transparent, true to our values, and build trust with our lovely customers.”

At Secret Linen Store, our  fabulous fabrics  are at the heart of everything we do. We asked Alice how she ensures our materials, like our responsibly sourced cotton and beautiful linen, meet our high standards.

“Sourcing beautiful materials is only the starting point; what matters most is how those materials are grown, harvested, and processed,” she said. “Traceability is central to our approach. We work hard to understand the full journey of each material, from the raw fibre to the finished product you snuggle up with at home.”

“This commitment shapes our choices. We’re continually increasing our use of certified organic cotton and expanding the presence of GOTS certification in our supply chain. GOTS not only verifies the organic status but also ensures strict environmental and social criteria are met at every stage.”

This led us to another tricky topic: terminology. Why can’t we just say something is “100% sustainable cotton”?

Alice explained with brilliant clarity: “It’s just not possible. Cotton is a high-impact crop that needs a lot of water. While methods like organic farming reduce the impact, they don’t eliminate it, making it impossible to claim it’s ‘100% sustainable.’ Instead, we focus on being precise. We use standards like GOTS to ensure we’re sourcing cotton as responsibly as possible. It’s through these certifications that we can confidently say we’re making the best choices we can.”

From our fabrics to our factories, we care about the details. That includes  our packaging .

“Ideally, we'd love to transport our products without any additional materials,” Alice said. “However, since all our bed linen is made in Portugal, we need to protect it on its journey. We’re also opposed to removing packaging at our warehouse just to create a false ‘package-free’ impression.”

“We protect our products using biodegradable bags, paper wrapping, or recycled polybags, tied with a 100% cotton ribbon. Our biodegradable packaging is designed to safely break down without leaving microplastics behind. And our recycled polybags are 100% recyclable! We know plastic isn't perfect, but making sure it’s made from waste and can be recycled again was a huge priority.”

And how do we make sure our suppliers share our values?

“We’re so proud that some of our supplier partnerships have lasted over 25 years!” Alice beamed. “These relationships are built on trust and a shared commitment to ethical practices. We ask all suppliers to sign our Code of Conduct, which is grounded in international standards for workers’ rights. We also require independent ethical audits and visit them regularly, not just the factories but also the mills and dye houses.”

“Our close partnerships in Portugal mean we can work together on reducing our impact. Many of these facilities are already using renewable energy and finding creative ways to  repurpose  fabric offcuts, which is just fantastic to see.”

Finally, we looked to the future. What exciting things are on the horizon?

“Right now, we’re preparing to publish our second Impact Report,” Alice shared. “It’s a transparent look at our goals, our progress, our challenges, and our ambitions. Sharing this openly is a huge part of holding ourselves accountable.”

“Looking further ahead, a major milestone will be our  B Corp  recertification in 2026. The standards are getting even stronger, and we see it as an opportunity to raise our ambitions in areas like climate action and equity. B Corp is a movement I’m always proud to champion. It’s not just a certificate; it’s a global community working towards a fairer future, and it influences every decision we make.”

We couldn't let Alice go without asking for one final piece of advice for shoppers.

“I always read a brand’s sustainability section,” she advised. “If it’s full of vague buzzwords and lacks clear, measurable action, that’s a red flag. Transparency and detail are what set genuinely responsible brands apart. Also, do they champion their supplier relationships? And remember, while responsibly made products might cost a bit more, they’re designed to last. By choosing better, you’re investing in quality that respects the people who made it. We love finding and mending pre-loved gems at  The Seam  too!"