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This story is part of Glossy’s “Earth Week” series, highlighting how fashion and beauty companies are conquering challenges and driving industry progress around sustainability. This story was originally published on Glossy’s sibling publication, Modern Retail.
In February, apparel brand Faherty relaunched its best-selling Sunwashed Tee. This verison used regenerative cotton and produced with a lower impact Ozone Wash process. The relaunch stemmed from a collaboration with environmental activist and former model Arizona Muse and her charity Dirt that helps connect regenerative farmers with brands.
One month after launch, the company was up 103% year-over-year in sales of women’s knits. It had doubled the amount of Sunwashed Tees it had sold by the same time last year, and gained new customers and site traffic. “People are becoming increasingly interested in buying from brands that align with them,” said Faherty’s co-founder and chief impact officer Kerry Dochert. “It’s less about marketing and more about doing the right thing,and knowing that like-minded people will find us.”
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