A Gloucestershire clothing manufacturer has revamped its ethical policy as it aims to become more environmentally friendly.

Weird Fish, who have their head office in Tewkesbury, have launched a new campaign under the title 'The only way is ethics" that will see sustainable fabrics introduced to their product lines.

Tencel, a biodegradable fabric made out of wood pulp from fast-growing trees, bamboo, a fast-growing replenishable grass that is cut rather than uprooted and linen are being used.

In addition to the new sustainable fabrics, Weird Fish have launched a reusable tote bag to encourage shoppers to ditch plastic.

Plastic bags have been almost completely phased out of Weird Fish stores, with the brand switching to paper alternatives.

In addition, the popular clothing brand will be looking into introducing e-receipts to cut down on paper consumption.

John Stockton, managing director of Weird Fish, said "We don't claim to be a completely sustainable brand from top to tail yet - but we do believe there's a better way of doing things.

"There's a long way to go but we are making little steps on the way to improvement and hope to do more in the future.

"We're known and loved for our Macaroni sweatshirts, comprised of a triple-twist yarn that is slow spun and long-lasting wash after wash and we're proud to continue to take a stand against fast fashion with our Macaroni range.

"Taking the right approach to sustainability and environmentally friendly practices, our first step is to completely phase out plastic bags in our stores and replace with sustainable materials.

"We will also continue to focus on increasing the use of eco-friendly fabrics in our clothing and accessories.

"We then plan on moving to more platinum-rated ethical manufacturers and will widen our partnerships and collaborations with like-minded organisations."

Weird Fish's announcement is the second bamboo related clothing story to come out of Gloucestershire in a week.

It follows the announcement that Forest Green Rovers will be wearing a new kit, made from 50 per cent bamboo for the next two seasons.

There are 16 branded Weird Fish stores across the country and multiple stockists. Visit www.weirdfish.co.uk  for further information.