ba&sh obtains B Corp certification with a high score

Popular French brand ba&sh has become a certified B Corp company, joining the ranks of fashion brands that have won the top ecological and ethical award.

The certification measures a company's global impact in five areas (governance, workers, environment, community and customers) and demonstrates that it meets high social and environmental standards. While the industry standard score is 80.9, ba&sh scored 98 points.

It comes as the company unveils a new communications campaign to convey the B Corp message but also to “affirm its commitment to giving a voice to future generations”.

Regarding the new certification, CEO Pierre-Arnaud Grenade stated: “ba&sh is an unconditionally optimistic brand with its sights set on the future. As we all know, obtaining this B Corp certification is an important step in the right direction, but it is by no means the end of the journey, rather it commits us for the years to come.”

As for the new campaign, the company focuses on children with happy images and a video featuring a group of children. The company said: “Better than anyone, children embody the optimism that drives this business. [The slogan] Walking on the bright side: that is the vision of ba&sh: believing that it is always possible to do better. Celebrating every step forward, no matter how big or small, if it brings us closer to social and environmental responsibility.”