Aberdevine, a Circular Start-up

Economist and founder Marta Bujwicka-Colman created her size-flexible lingerie brand, Aberdevine, after realising traditional underwear failed to account for women’s natural body fluctuations.

Through the Federation of Small Businesses, Marta was introduced to Jack Colding, the Growth Hub’s Sustainability Specialist, who helped her identify crucial gaps in sustainability documentation and supply-chain transparency. Working together, they developed tailored environmental and manufacturing policies.

Marta said, “It’s not just writing and preparing policies; it’s making sure they really work for the business that I run. They’re very specific and in depth, ensuring that I take account of things such as manufacturing, which is important.

“I contacted all my suppliers to obtain certifications for every fabric, textile, and component in my garments, which can contain up to 30 different parts made from various materials.

“After investing heavily in these materials, I requested full documentation, which I now have on file to verify origin and standards. This isn’t something I knew I could do until Jack told me. Some suppliers even shared details about their own sustainability efforts, such as solar panel installations and water-reduction initiatives.”

Engaging with wider support provided by the Growth Hub, Marta took the work she was doing and turned her sustainability story into engaging customer-facing content, leading to high-impact campaigns that visually showcased the brand’s values.

Marta commented, “We’re fortunate to work with local photographers and models, filming everything in Yorkshire, a place I’m proud to showcase. While fashion isn’t a major focus here compared to food and agriculture, the local support has been incredible. I believe every business can find unique opportunities here.”

Marta was recently recognition as a finalist for Yorkshire Businesswoman of the Year, an achievement that raised regional awareness and validated the brand’s innovative approach.

Jack Colding said, “It has been brilliant to work with Marta over the last couple of years and to see how the business is progressing. She has always been passionate about having sustainability as a core value of the business, whether that’s in sourcing, manufacturing or delivery. And it just shows how powerful the messaging and storytelling around your sustainability journey can be.”

Marta is now positioned to scale. Her ambition is to expand her size-flexible concept into new product lines and ultimately secure placement in major retail destinations such as Selfridges, all while maintaining ethical, circular and Yorkshire-rooted production.