A new partnership between Anthropologie and Kiss the Ground spotlights regenerative agriculture for Earth Month.
Anthropologie has announced a groundbreaking partnership with the nonprofit organization Kiss the Ground, dedicated to promoting regenerative agriculture as a key solution for environmental crises. This collaboration, which heralds the start of Earth Month, aims to raise awareness and foster engagement on how regenerative farming practices can contribute significantly to the health of our planet. Anthropologie has pledged an annual donation of $100,000 to support Kiss the Ground’s initiatives, emphasizing the brand’s commitment to environmental sustainability and ethical sourcing.
“We are incredibly inspired by the work our friends at Kiss the Ground have been doing and are in awe of their ability to inspire millions of people across the country to participate in the regenerative movement,” Elizabeth Preis, Global Chief Marketing Officer of Anthropologie Group, said in a statement. “We are excited to kick off Earth Month by amplifying the essential work they are doing to protect our planet and combat climate change and to motivate engagement across our community to do the same.”
The partnership will extend beyond financial support, involving a series of collaborative programs designed to increase awareness and participation in sustainable practices. Anthropologie customers will have the opportunity to contribute to the cause through a roundup at checkout donations in stores worldwide throughout April. These contributions will support Kiss the Ground’s 10K Acreage Partners initiative, which aims to transition 10,000 acres of land to regenerative agriculture practices.
Evan Harrison, Chief Executive Officer of Kiss the Ground, highlighted the mutual dedication to sustainability. “It’s been gratifying working together with the team at Anthropologie, feeling their passion for regeneration as a solution for our health and the health of our planet. We are genuinely excited to collaborate and engage their audience with this inspirational message. Together, we will make a very meaningful difference.”
In addition to financial contributions and awareness campaigns, Anthropologie is set to launch its first regenerative cotton capsule collection. This new line will feature reimagined versions of customer favorites, now crafted from third-party certified regenerative cotton. The collection includes a range of apparel from T-shirts and dresses to blouses, pants, and shorts, with prices ranging from $88 to $158. This initiative not only supports sustainable agriculture but also offers consumers eco-friendly fashion choices. The partnership reflects Anthropologie’s broader commitment to conservation and sustainable sourcing, incorporating employee engagement through training, events, and volunteering opportunities. It will also feature in-store workshops for customers, in collaboration with garden brand Terrain, further emphasizing the brand’s dedication to promoting environmental health and sustainability.
The news comes as Australian footwear giant UGG and Pakistan’s Soorty Enterprises are pioneering sustainability and regeneration in the fashion industry through innovative initiatives aimed at promoting regenerative agriculture. UGG, part of Deckers Brands, has introduced two new footwear styles, the Tasman Crafted Regenerate and Ultra Mini Crafted Regenerate, featuring materials sourced from farms that practice regenerative farming. This move is part of the brand’s Regenerate by UGG collection, which utilizes a SugarSole outsole made from renewable sugarcane and an UGGplush sock liner, blending repurposed wool and Tencel lyocell. Launched to support regenerative agriculture and reduce carbon emissions, UGG has committed to restoring 1 million acres of grasslands by 2025, with 890,000 acres already restored.
Soorty, a LEED Platinum and Cradle2Cradle Gold certified denim mill in Pakistan, has launched the Soorty Regenagri Initiative (SRI) in collaboration with the Rural Education & Economic Development Society (REEDS). This project aims to revitalize agricultural ecosystems through regenerative farming, operating in harmony with nature to restore soil health, rebuild climate resilience, and create a sustainable legacy. SRI has partnered with more than 1,100 small-scale farmers across approximately 5,000 acres since April 2023, training them in regenerative practices to ensure environmental benefits and long-term sustainability.
“Regenerative agriculture isn’t just about maintaining the status quo – it’s about actively improving soil health and biodiversity,” Muhammad Yousaf, Project Lead on SRI for Soorty, said in a statement. “With SRI, we’re proving that ecological restoration and premium cotton production are not mutually exclusive goals.”
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