We’re a fashion company, and we realize our industry is built on a fundamentally extractive model. That’s why regenerative materials matter to us. We know we can be part of the change that makes this industry more sustainable. That starts with going to the source. I think of myself as the chef, and my designs are recipes. And like the world’s best chefs, I seek out the best ingredients. I’ve been traveling to Peru for the last eight years to meet some of our key manufacturing partners. Each person is integral to making our knitwear so special.
On my most recent trip, last winter, I spent time with them all, from the farmers who grow the highest quality Peruvian cotton to the factory team who handle the ginning, spinning, knitting, dying, cutting, sewing, and washing to get the Cloud Cotton, Slub Hoodies and Movement™ Tees you’ve come to know and love. I think all of us see a tee or jacket we like and we buy it without a second thought. But hundreds of hours of care from growing the raw material, the fiber, to the craftsmanship, go into producing that garment. The number of people involved is pretty amazing. We are always looking for better, more responsible, lower impact fibers for our products. Ever since we launched with organic cotton 12 years ago, I’ve had a dream to innovate. Our adoption of regenerative cotton marks a new milestone.
I visited the family-run farm that grows some of our regenerative cotton and learned more of the benefits of regenerative farming, an ancient indigenous practice proven for centuries to be some of the most holistically effective and beneficial ways to cultivate crops. It enhances soil health, helps with water retention, improves crop productivity, and reduces erosion and chemical inputs. Plus, it’s better for the health of farmers and customers. And we’re excited to be partnering this year with DIRT, a charity from model and activist Arizona Muse committed to helping create clean fashion through healthier soil.
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