Uses synthetic pesticides, relies on heavy tillage and leaves a massive chemical footprint.
THE NEXT COTTON REVOLUTION IS REGENERATIVE
Organic cotton set a new standard. Regenerative cotton is pushing it further.
We must give credit where it’s due. With legally defined production rules across major global markets, organic farming strictly eliminates synthetic pesticides, fertilizers, and GMOs, keeping chemicals off our skin and out of local waterways.
But the journey doesn’t stop at avoiding harm. While organic focuses on prohibited inputs, regenerative agriculture focuses on measurable outcomes and the whole ecosystem. That is, building healthier soils, supporting biodiversity, improving water resilience and strengthening the communities that grow our cotton. It’s not about claiming one is "better" than the other; it’s about moving from reducing impact to actively restoring what decades of intensive agriculture depleted.
Enter Regenerative Cotton, certified by Regenagri®.
WHAT IS REGENERATIVE COTTON?
Think of conventional cotton like making repeated withdrawals from a bank account without ever making a deposit. Organic cotton changes the equation by reducing some of the costs to the environment. Regenerative cotton farming aims to take the next step, investing in the health and resilience of the land itself.
CONVENTIONAL → DEPLETES THE SOIL
ORGANIC → REDUCES IMPACT
Bound by strict, legally regulated standards, it eliminates synthetic chemicals and prevents immediate environmental harm.
REGENERATIVE → RESTORES THE LAND
Focuses on measurable ecosystem function. Cover cropping, reduced tillage and increased biodiversity support healthier soils, improve water retention and build greater resilience on the farm.
THE SCIENCE-BACKED BIT
Regenerative agriculture isn't a lab trick. It's where generations of farming knowledge meet modern soil science. Through rigorous standards like Regenagri®, holistic farming is put into practice with direct tracking across soil health, biodiversity, greenhouse gas emissions, and carbon sequestration.
As part of our commitment to high-tech naturalism, we partner with supply chain leaders to fund training for smallholder farmers in Maharashtra, India, driving real-world impact from the ground up.
C O V E R C R O P P I N G
Planting complementary off-season crops (like clover) keeps living roots in the soil for longer. This can reduce erosion, support soil health and create additional opportunities for farmers.
L O W - T O - N O T I L L A G E
Minimizing soil disturbance protects the complex networks of fungi, earthworms and beneficial microbes that keep soil functioning naturally.
C A R B O N S E Q U E S T R A T I O N
Regenerative practices support long-term soil health and actively help draw down and store carbon in the ground, depending on regional conditions.
W A T E R R E T E N T I O N
Soils rich in organic matter retain significantly more water, helping crops withstand severe droughts and climate volatility.
WHY DOES REGENERATIVE COTTON MATTER?
Because cotton makes up most of what we create, how it’s grown matters. Transitioning our core lines to regenerative farming is the cornerstone of our diversified cotton strategy: phasing out standard inputs in favor of 100% regenerative cotton, recycled fibers, and next-generation alternatives.
When you wear regenerative cotton, you're not just wearing a softer essential designed for quality and longevity, you’re backing a new way of growing cotton – one that aims to leave the land better than we found it.
Plus, our bio-based HeiQ Mint™ treatment keeps pieces fresher for longer, leading to fewer washes and an even smaller environmental footprint.
Soft on your skin. Rooted in a better future. That’s the next generation of materials.
