Citizens of Humanity (CoH) has taken its commitment to sustainability to a whole new level. The denim brand known for its elevated, sleek styles has teamed up with Kiss the Ground to support cotton farmers in their switch to regenerative farming. With a goal to improve the health of soil that would ultimately lead to reduced carbon emissions — not to mention the added benefits of better nutritional value in the food grown — CoH works with the non-profit organization to ensure a smooth transition for the farmers, providing financial support covering not only costs incurred in the process but also any loss made from the switch.
Speaking of the brand’s planet-focused initiative, Amy Williams, CEO of CoH, says: “The transition to regenerative agriculture and regeneratively grown cotton is where we now understand we can make the biggest impact on the health of our planet, our people, farmers, and our communities. From carbon sequestration to improving over time the nutritional value of our food, reducing the use of harmful pesticides, ensuring that this land can continue to be farmed for generations to come and the financial health of farmers, and the communities that surround them, it is a powerful and needed solution.”
Over and beyond approaching all cotton farmers, the label is also in conversation with a range of leading brands who has expressed interest in learning more about regenerative cotton. Diving deep to the root of sustainability and thinking generations ahead, CoH is hoping to influence the apparel and home industry, to move to regenerative cotton when sourcing, with leaders truly understanding the impact this can have on our planet and people.
“Myself and other senior team members have actively engaged with these partners [such as Kiss the Ground] and have just begun to do the same with world class brands and our retail partners who we want to engage in this important work. The more brands, and consumers, that move to Kiss the Ground Regenerative Cotton, the greater the impact we can have on our planet and people.”
The first collection of CoH garments made using regenerative cotton will be available this fall, and Williams says the brand has committed to migrate all possible cotton products to Kiss the Ground Regenerative Cotton going forward. “Once we use up our supply of organic and conventional cotton, we are moving to this.”
To date, CoH has committed more than $1 million in this initiative, and has ongoing commitments for 2023 above that level. But it’s not just about the allocation of financial resources: the implementation of a business decision of this scale and significance takes time (according to Williams, it takes about 18 months to move from pre-planning at the farm level to get the products into the stores), and has real implications on a business’ lifeline — its revenue and cashflow.
Will the cost of production increase as a result? And if so, will the increase be passed onto consumers? “We will absorb the cost, as we believe this is an important and responsible business decision.” Williams tells me without hesitation, reiterating CoH’s commitment to the wellbeing of not only the planet, but also all workers involved, even if it meant sacrifices on the profitability front for the time being. “All CoH’s production is vertically integrated, which means complete transparency on wages, employee treatment and sustainability efforts.”
With so many brands trying to win consumers by doing the bare minimum or simply “greenwashing”, I ask Williams what she considers the biggest challenge in achieving the intended outcome for this initiative.
“I think it is paying attention to what should be done, and doing the work, rather than focusing on what you can say you are doing or trying to market this work.”
“I also believe strongly that collaboration with other brands of all types and sizes will deliver the best ultimate solutions, and make the biggest changes. We are not competing for customer attention in this work, we are looking to impact change and each brand’s DNA should sit above that work.” Williams elaborates further and comments on the unnecessary focus on growth per se, “The idea of continuous growth causes brands to create far more inventory than is needed, which creates excess beyond comprehension. It would be wise to bring that in line and celebrate financial health, which will ultimately create sustainable organizations, consistent jobs and less stress.”