How do you build a sustainable brand? The terrifying fact (though not quite as terrifying as record-high temperatures, irreparably damaged oceans and species extinction) is that no one knows. It’s never truly been done before, yet slowly but surely, fashion labels are waking up to their environmental responsibilities and taking them seriously. This is, of course, an excellent development, but navigating an eco-friendly route is far more complicated than it might initially seem.

Especially so for small brands. With tighter margins and turnover, committing to a sustainable path is an even loftier goal, but one that surf, skate and streetwear outfit Noon Goons feels obligated to do. “I have the ability to use my brand as a voice, a communication tool to address the issues we face with climate change, much of which is caused by our industry,” the founder, Mr Kurt Narmore, tells us. The key to his plan – the Noon Goons Planet Protection programme, which launched last week to coincide with Climate Change Week – is you. “I want to educate and engage with our customers by involving them in the process,” he explains.

This isn’t Noon Goons’ first foray into sustainability: the brand has previously implemented 100 per cent recyclable cardboard packaging boxes, as well as waterless and vegetable-based dyeing processes, but this project marks the start of a concerted effort to include the customer. The debut scheme – a limited-edition series of T-shirts printed with a logo symbolising “unified love for our planet”, proceeds from which will fund the purchase of completely biodegradable bags to ship Noon Goons’ wares in – highlights the hinderances a brand can face when they embark on a sustainable path. “It’s been quite challenging,” Mr Narmore says, explaining that minimum order requirements for eco-friendly packaging are the main impediment for a brand his size. “Individually the bag is cheap, but a million-unit minimum, for one size of the bag, is a serious investment.”

As well as sustainable packaging solutions, the programme will also fund local awareness outings as well as beach, city and mountain clean-ups, city block clean-ups and mountain clean-ups. It’s just the beginning for the brand, Mr Narmore says; eventually he hopes they’ll be able to go entirely plastic-free. “This includes all components on a garment, such as jacket toggles, cord tips, buttons, labels and patches,” he adds. And the ultimate goal? “Becoming a completely sustainable brand.”