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UGG launches regenerative collection for fall

Oct 12, 2023 United States
UGG launches regenerative collection for fall
The division of Deckers Brands has launched “Regenerate by UGG”, an all-gender sustainability-focused collection made with materials from land cultivated with regenerative practices
Available on Ugg’s website, stores and through select wholesale partners, the collection comprises three boots and two slippers that include, for example, sheepskin sourced from ranches that practice regenerative agriculture and outsoles made from renewable sugarcane; not every detail is necessarily featured in every item. This initiative marks another step towards the brand’s goal of restoring one million acres of grassland into regenerative farmland by 2025; to date, it has contributed to restore 310 000 acres.

The fashion industry and its supply chains are intrinsically linked to agriculture through raw materials resulting in consumer products, often created through destructive farming practices. Regenerative agriculture ensures that farming is conducted in harmony with nature to help restore soil, encourage wildlife diversity, capture carbon in the ground, and preserve the land for future generations”, reads the company’s statement.

The “Regenerate by UGG” collection is being launched with the help of “creators, activists and changemakers in the regenerative community”. These include Marina Testino, who works as a brand strategist in sustainable fashion and conscious consumerism spaces; Jesse Smith, the director of land stewardship at the non-profit White Buffalo Land Trust; María Bernad, a Paris-based fashion influencer and stylist; Jerome Foster II, an environmental justice activist who co-founded the youth organization Waic Up; and Zaya Guarani, an Indigenous Brazilian activist who co-founded the first Indigenous Creative Collective.


Image Credits: ir.deckers.com


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