FASHION BRANDS
S
THE
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INDUSTRY significant
are responsibly sourced. Going beyond traditional organic methods, outdoor brand Patagonia, a longtime participant in environmental activism, is leading the regenerative organic cotton charge as one of the first companies to support Regenerative Organic Certification (ROC), developed by the Regenerative Organic Alliance. Similarly, Allbirds is pushing the boundaries of regenerative sourcing. The footwear brand’s ambitious goal of carbon neutrality is driving its exploration of regenerative farms, not just for animal-based materials like wool and leather but also for plant-based options, such as eucalyptus. According to the Rodale Institute, regenerative farming can sequester up to 5.5 tons of carbon dioxide per acre per year. Outerknown, the clothing brand cofounded by 11-time world surfing champion Kelly Slater, has also embraced regenerative practices by sourcing organic cotton from ROC farms and using recycled wool. The brand supports ocean regeneration initiatives, too. “We are constantly looking for ambitious entrepreneurs innovating with regenerative materials and sourcing techniques for both land and water,” Outerknown CEO Dylan Slater tells The Rooted Journal. “Our pioneering efforts include being the first to market with a seaweed-based fiber developed by next- gen materials company Keel Labs.” The company is also collaborating with Bureo, which makes material from discarded fishing nets, reducing ocean plastic. Outerknown’s latest collection is made from organic cotton, with 14% crafted from ROC cotton, a number the company is committed to increasing. “We will continue supporting forward- thinking leaders in technology and farming to scale the use of innovative fabrics that minimize harm to both land and oceans,” Slater says.
confronts
its
environmental
impact million
RECOGNIZE THE IMPORTANCE OF REGENERATIVE FARMING TO ACHIEVING THEIR SUSTAINABILITY GOALS. THEY’RE FORGING PARTNERSHIPS WITH REGENERATIVE FARMS OR ESTABLISHING IN-HOUSE PROGRAMS TO ENSURE THEIR MATERIALS ARE RESPONSIBLY SOURCED.
—
including
92
tons waste annually and contributing of textile
10% of global greenhouse-gas emissions — regenerative farming is emerging as a transformative solution. Once primarily associated with the food sector, regenerative
Shifting Mindsets
Fashion Meets Agriculture
agriculture influences fashion’s shift toward sustainability, too. This expansion from “slow food” to “slow fashion” is a holistic approach to sourcing natural fibers, like cotton, hemp, wool, leather, and rubber. Historically, these materials, which are key components of apparel and footwear, were extracted with little regard for the ecosystems they came from. Regenerative farming changes that. Blending ancient rotational grazing techniques with traditional ecological knowledge can restore ecosystems, enhance soil health, and reduce carbon emissions. It also enables production of high-quality, durable materials with a lighter environmental footprint and a longer life cycle. Regenerative fashion represents more than just a trend — it’s a step toward healing the planet while creating more sustainable products.
Consumers are embracing a view of sustainability that includes ethical production and environmental responsibility. The growing interest in regenerative fashion reflects a two- pronged repositioning of the business- to-consumer and business-to-business landscape — a shift in individual values and an industrial-scale pivot on how we think about the interconnection of the systems feeding the fashion industry. Why does this matter? Today’s consumers are more informed than ever about the ethics and sustainability of brands they support. A 2020 survey by McKinsey & Company revealed that 67% of consumers consider the use of sustainable materials crucial when purchasing fashion items, and two-thirds of global consumers are willing to pay a premium for sustainable products. This emphasis on transparency and traceability is one of the key reasons regenerative farming is gaining momentum within the fashion industry. Brands embracing these practices are increasingly considered as industry leaders; sustainability is now a competitive advantage. As a result, there’s a growing industry-wide movement to source materials in ways that actively support ecosystems, reinforcing the idea that people, the planet, and products can coexist in harmony.
Compared with traditional farming of cotton, wool, and hemp fibers, regenerative practices drastically reduce water usage, limit chemical inputs, and increase soil fertility. According to the World Wildlife Fund, conventional cotton farming uses up to 2,700 liters of water per T-shirt, whereas regenerative cotton farming can reduce water use by up to 30%, per the Textile Exchange’s 2021 Organic Cotton Market Report. By eliminating dependence on synthetic pesticides and fertilizers, regenerative farming ensures the land remains viable for future generations while lowering the environmental impact of fiber production. This “farm- to-closet” strategy connects people with the origins of their clothing, addressing nuanced anxieties around murky manufacturing practices while providing consumers a legitimate path toward responsible consumption.
The Evolution of Fashion Brands
By prioritizing regenerative prac- tices, these brands are setting new standards for ethical production while reinforcing the importance of trans- parency and sustainability throughout their supply chains.
Fashion the importance of regenerative farming to achieving their sustainability goals. They’re forging partnerships with regenerative farms or establishing in- house programs to ensure their materials brands recognize
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OUR SUSTAINABLE FUTURE IN FIBERS
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