Regen Farming

By supporting regenerative farming in the UK, we’re working to improve biodiversity, reduce environmental impact, and protect farmers’ livelihoods—one woolly step at a time.

Why we’re supporting regenerative farming in the UK

British fibre farming is both our heritage and our future, and we’re proud to champion the regenerative farming movement right here in the UK.

Our knitwear is already manufactured in Britain, so transitioning to British regeneratively farmed wool is the natural next step. This involves collaborating with UK farms to develop resilient, nature-friendly farming systems that restore biodiversity, combat climate change, and protect farmers' livelihoods.

While other brands focus on regenerative agriculture abroad, we are committed to restoring landscapes and habitats here at home. The UK is among the most nature-depleted countries in the world, and we’re proud to support the farmers working to change that.

What’s our long-term goal for the future?

We understand that meaningful change takes time. That’s why we’re realistic about the pace of transition within the UK farming community, where many sheep farmers operate highly complex systems.

We’re proud to have committed to sourcing 50% of our British wool from regenerative farms. This is the most realistic and impactful target we can guarantee right now. While we aim to increase this percentage over time, we recognise that transitioning to regenerative farming is a significant undertaking.

Achieving this goal will require collaboration, innovation, and mutual benefits for all involved—including the hardworking UK farmers at the heart of this movement. Together, we’re focused on ensuring this transition is practical, sustainable, and beneficial for everyone.

How we're getting involved in regenerative farming

We believe the transition to regenerative farming must be both affordable and scalable nationwide. That’s why we’ve partnered with Pasture for Life—an inspiring community of over 800 British farmers with generations of expertise.

Pasture for Life farmers specialise in 100% pasture-fed farming, blending traditional techniques with modern methods like mob grazing and cover cropping, all while maintaining a strong emphasis on animal welfare. Their certification recognises the uniqueness of each farm’s land and climate, offering a farmer-centred approach to transitioning toward nature-friendly practices.

We’re also working with SoilMentor, an innovative and affordable app that benchmarks soil health. Unlike other certification systems, SoilMentor is designed to empower farmers, providing them with tools to track and improve soil quality at their own pace.

By collaborating with these pioneering organisations, we’re supporting a practical, farmer-first approach to regenerative farming—one that ensures lasting benefits for the environment and the farming community alike.