We are Carbon-Negative.
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Carbon-Negative Future Positive
The fashion industry is one of the biggest polluters on earth. A wolf in sheep’s clothes, eating up the planet. ‘Sustainable’ won’t do. ‘Carbon-neutral’ doesn’t cut it. It’s time to start fixing things. Because the number one planetary concern at the moment is reducing the amount of carbon in the atmosphere. And doing it quickly. One of the ways of countering the effects of worldwide rising emissions is through investment in the right type of biodiversity projects. Whilst some have branded carbon investments greenwashing, when projects are chosen correctly, they can have huge impact. And, of course, offsetting doesn’t mean a free pass to environmentally misbehave. You have to also be aiming for the highest sustainable standards as a business. As we do.
We dedicate 5% of our revenue towards biodiversity projects. This allows us to offset around 325kg of carbon per sweater (although our mix of investments means our actual positive impact is in fact far higher). These investments are carefully vetted by an independent advisory panel of climate change experts. All of this won’t fix the climate-crisis. But it will help.
We invest 5 % of our revenue into biodiversity projects across 3 areas
1. Farm Projects
These are projects happening on our New Zealand farms, ranging from revitalising biodiversity to protecting endangered species. Our aim is to make a positive impact in the places where the wool we use to make our sweaters comes from.
2. Industry Projects
These are projects happening in the worlds of both fashion and agriculture, for example schemes to revitalise areas affected by over-farming. Our aim is to mitigate the overall impact of the industries we are involved in.
5 % Revenue 10x impact.
These are projects to help places and people that need it most. Our aim here is to make sure we are flexible in deploying aid.
Carbon-negativity equals future-positivity.
Biodiversity project 1: Brazilian Amazon Acre project
Amazon basin project
Due to our customers' support, we have already protected 9,000 m2 of Brazilian Rainforest in the Acre state Amazon basin. This project is Redd+ certified and verified to VCS and CCBA Standards.
During its lifetime the forest will sequester 25 tonnes of carbon-dioxide and help support the sustainable management of this vulnerable ecosystem. The project works with communities and local groups to help protect ecosystem services while providing alternative models of economic development which avoid the destruction of the forest.
Biodiversity project 2: Kenya reforestation
Reforestation in Kenya
The Meru and Nanyuki Community reforestation project is based in the foothills of Mount Kenya and combines hundreds of individual tree planting activities and enables local communities to improve access to food.
The project delivers multiple UN sustainable development goals. These include: No Poverty: Agricultural training improves household crop yields and creates marketable commodities. Zero Hunger: Nearly 50% of farmers have increased their food supply thanks to training on conservation farming. Gender Equality: 42% of the members of small farming groups are women, who are given access to leadership training.
Future of Farming
Carbon-neutral Farming and beyond
Next Generation Farming
Each sheep station we work with already hits the highest environmental standards. But increasing biodiversity and achieving carbon-neutrality is on the menu for each. And we aim to help them achieve it.
One of the sheep stations we source wool from is Lake Hawea. One of New Zealand's first carbon-neutral sheep stations. Lake Hawea's owners have been actively involved in environmental campaigning for over 20 years. They are planting 10,000 trees this year. And aiming to plant ten thousand more a year for the next ten years. Lake Hawea has also matched our ambitions of becoming 10x carbon-negative. Good to flock together.