And why not now?

We’re in the thralls of COP26 craziness: a week of pledges and promises from some of the world’s biggest players. But what good are commitments to a better world in five, eight, ten years? Why should we wait until 2050, 2030, or even 2025?

Especially when so many of these commitments are like New Year’s resolutions that never come to fruition (Gym membership? Diet starts on Monday? Don’t we know it).


There’s no time to waste.

The past year has proved that our climate is changing. Extremity was everywhere. Flash floods in Germany, record rainfall in Italy, typhoons in China, heatwaves in Canada, and landslides in India. People losing their lives.  

And the climate is directly connected to our soil. If things continue at the current rate, we only have 60 growing seasons left until the world’s soil will no longer grow crops. Meanwhile, textile production contributes more to climate change than international aviation and shipping combined.

"To stand a chance of limiting global warming to 1.5C, we have eight years to almost halve green house gas emissions."United Nations Environment Programme. The clock is ticking loudly.

The fashion industry needs to not only do ‘less harm’, but to actually do good. For people, and the planet. For fashion lovers of the future.

Here’s how.

Embrace regenerative agriculture: we grow our cotton on our regenerative farm in southern India. And we’re not the only ones doing so. Patagonia, North Face, Eileen Fisher – we all see the value in regenerative methods that sequester carbon, revive biodiversity and increase profitability for farmers.

Listen to Mother Nature: research shows that contributions from women lead to long-term, successful solutions to climate change and global warming. So let’s make sure that their voices are heard. Why on earth wouldn’t we?

Go back to nature: natural, organic fibres and botanical plant dyes are good for the planet, and for your skin. Harmful chemicals are causing havoc, and polluting natural water sources. Let’s buy and create safer, cleaner, more sustainable products.



Bedstraw + Madder Farm to fibre knickers in plant dyed Sunshine colour. 100% naturally plant dyed with Marigold and zero chemicals.
Photo @ paulperelka


 Green-washing has reared a new head: carbon. As if following a herd, companies are emerging from the woodwork, promising to offset their carbon footprints. But there are better ways – and more brands need to choose the paths less trodden. We don’t mean one-off token marketing tools, but real changes, such as carbon positive fabrics and printing methods.

 The changemakers are, so often, smaller companies – they have the agility and speed to embrace the new and challenge the old. There are incredible steps being made, showing the great power in small brands. But we all need to move with the times, by saying no to unnecessary toxic pollution and the disregard of clothes at devastating human cost. We don’t have time to be talking about targets. Ask yourself and the brands you buy from: why not now?

Because we’re pretty sure it’s not 26th time lucky.


Featured image: Source @ZDHC

October 30, 2021 — Primrose Matheson