Climate Beneficial™ Wool, Restore. Heal. Repeat.
Climate Beneficial™ branding, as it debuted on Mara Hoffman’s new product
I’m excited to announce the newly launched
Climate Beneficial™ Fiber Pool website & branding—
a continuation of my work with Fibershed.
photo by Paige Green
The Climate Beneficial™ Fiber Pool website.
The Climate Beneficial™ Fiber Pool (CBFP) was created in 2020, as a response to the economic and ecological response to the impacts that Covid-19 placed on Fibershed's fine-fiber ranching community. The ranches taking part in Fibershed's program are actively focused on soil health and soil carbon building. The CBFP offers the financial incentives and foundational support that the ranches need in order to continue their transformative landscape work.
Working with Fibershed’s Executive Director, Rebecca Burgess and Stacie Chavez of Imperial Yarn has been a seamless confluence of science & design. Rebecca's diligence to scientific data; her ability to bridge communities and approaches; and her tireless energy to shift the current, disconnected systems into a cohesive process is inspiring, to say the least. Stacie Chavez brings the woolen material production process—from shearing to yarn— into focus. In our storytelling/branding partnership, we aligned the process & story while never abandoning the understanding and importance of the attachment to the land, emerging with a modernized approach to domestic product development where the material choices can shape our future.
Being able to tell the story of Fibershed &
Climate Beneficial™ Wool in a way that creates
engagement and awareness has carried with it a
tremendous responsibility while serving as a gift,
in equal measure.
The need to explain the science while conveying the beauty of the designs, and the endless possibilities, has been a constant balancing act. The idea that brands could create stunning, luxury products made of Climate Beneficial™ Wool was only part of the story. The real luxury of Climate Beneficial™ Wool is the essential connection to what the growth of that wool creates within the landscape from where it is raised.
From the landscapes where Carbon Farm Plans have been prepared by the Carbon Institute and Fibershed’s team, the sheep are integral to the efforts that allow for carbon sequestration and mitigating the effects of climate change. Creating a compelling brand story that would capture the attention of apparel & home brands needed was critical for the program to scale and provide the financial rewards that the ranches require, in order to continue the work.
With stellar brands Co Collections and Mara Hoffman as initial ambassadors to the work; and preeminent writer Cathy Horyn’s article in The Cut, we know we achieved a great deal.
And the now work continues—Restore. Heal. Repeat.
With impressive brands like Mara Hoffman, Co Collection, The North Face, Coyuchi & Outerknown, just to name a few, the work is already in motion. The verifiable science speaks to the work’s merits, putting us on a path to a healthier planet.
Restore. Heal. Repeat.
The tagline, "Restore. Heal. Repeat.” reminds brands (and consumers) that we must stay committed to the work in order to increase the footprint of land involved and the increasing benefits extending to all.
Additionally the concept of ' Land to Hand' further demonstrates the exceptional nature of this work, whereby a product’s true end-to-end process is managed within the continental US—from soil to the consumers’ hand. The fully domestic supply chain is possible—a point of distinction that has been almost impossible over the past decades.
However, because of Fibershed, a shift has occurred.
