The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The brand is partnering with agricultural technology company Indigo Ag to source fibre that can be traced to farmers deploying regenerative practices. The North Face will pay a premium for the cotton which will be used to create a collection due to launch next autumn.
The move reflects growing interest among fashion brands in regenerative agriculture, which focuses on farming practices that can draw down carbon from the atmosphere and restore soil health.
The North Face’s sister brand Timberland has set a target to source all of its natural materials from regenerative sources by 2030, while last month Gucci-owner Kering launched a fund to convert 1 million hectares of land to regenerative agriculture over the next 5 years.
The industry needs to ditch its reliance on fossil-fuel-based materials like polyester in order to meet climate targets, according to a new report from Textile Exchange.
Cotton linked to environmental and human rights abuses in Brazil is leaking into the supply chains of major fashion brands, a new investigation has found, prompting Zara-owner Inditex to send a scathing rebuke to the industry’s biggest sustainable cotton certifier.
Over the last few years, the run-up to Earth Day has become a marketing frenzy. But a crackdown on greenwashing may be changing the way brands approach their communications strategies.
This week, Sephora announced plans to double down on ‘green’ and ‘clean’ product labels, leaning into an increasingly risky marketing tactic even as a greenwashing crackdown has prompted other brands to pull back.