Key takeaways
- The world’s first carbon negative fashion brand that offsets a minimum of 308 kg of carbon dioxide with each medium merino wool knit jumper
- Traces the wool fibres of each garment through their innovative unique NFC tag made from bio-based materials which allows the wearer to unravel the story of the sheep farmed in New Zealand
- Donates 5% of all revenue to offsetting projects focused in regenerative farming and rewilding as well as supporting the communities involved in their supply chain
- The Sheep Inc. wool suppliers use regenerative farming methods that allow their land to become natural giant carbon sinks to offset the methane accrued from the animals
At a glance
Sheep Inc. create unbaalieveably soft and chic carbon negative knitwear. Unravelling their mission – they are setting a new standard through their transparency model and decarbonisation efforts. Why is this important?
According to the latest Fashion on Climate report authored by McKinsey & Company and Global Fashion Agenda, the global fashion industry produced around 2.1 billion tonnes of greenhouse gas (GHG) emissions in 2018, equalling 4% of the global total. This spotlight feature delves into how Sheep Inc. is creating breathtakingly beautiful wool garments whilst mitigating environmental challenges in the process. Discover the story behind the brand from Co-Founder Edzard Van Der Wyck.
In focus
Founded in 2019 as ‘sweaters with more talk and less do’, Sheep Inc. are on a mission to be part of the climate solution. Founders Edzard Van Der Wyck and Michael Wessely are keen to challenge the knitwear standard through the three pillars of their purpose; rebalance ecosystem, create more wilderness, plant more trees.
The designs
Sheep Inc.’s designs are crafted from ultra-fine New Zealand Merino wool which is spun into Italian Cashwool® yarn at an Italian mill run entirely on renewables!
Their 3D knitted designs are manufactured in Spain and finished with unique details such as the “smit mark” on the back of the neck using factory of shoot yarn.
The distinctive features of Sheep Inc. garments include the NFC tag which provides each wearer with a unique ID to trace and unravel the story of your jumper. At a simple tap of your phone, you are able to follow your sweater’s creation, from New Zealand to your very home. Almost adopting and tracking these sheep creates a meaningful connection with the material provider and you can learn all about the sheep’s farm life.
The tag itself embraces Sheep Inc.’s mantra of minimal impact as it has been derived from Ecopaxx®, a bio-based, high-performance polyamide derived from castor bean. We also know you can’t change what you can’t measure and the brand clearly outline the environmental footprint of each garment. For example, with each purchase of a lightweight sweater a minimum of 179 kg of carbon dioxide is offset versus the heavier knit which looks to offset a minimum of 308 kg.
The brand’s responsible approach to garment care embraces the philosophy that loved clothes last. Each Sheep Inc. jumper comes with a ‘For-Life Guarantee’ in the hope of extending the life of each jumper for as long as possible. This promise ensures that in the unlikely event that your jumper needs some TLC, you can send this to the team for maintenance and repair.
The projects
Luxurious quality aside, the Sheep Inc. standard that aims to be ten times carbon negative is my favourite element of the brand.
The company invest 5% of total revenue to fund biodiversity projects advised by climate experts including Head of Climatology Professor Mark Maslin from University College London.
Their portfolio of projects are split into three main areas and involve many of their production stakeholders, highlighting the importance of collaboration.
Sheep Inc. invest directly in their supply chain, selecting projects that are carefully chosen with their farmers. They work on everything from tree planting and rewilding to clean water ways and to protecting local wildlife. Many of these schemes take place in New Zealand and Kenya as these are areas most impacted by the fashion industry.
A dedicated portion of this revenue is then reserved for emergency funding to be able to offer agile support in the instance of world extreme weather events to communities that need it most.
For all non-farm projects Sheep Inc. work with Natural Capital Partners, an award-winning firm that works with organisations to offset and create positive impact for the environment and wider society.
What’s more, Sheep Inc. acknowledge that offsetting isn’t everything – it’s about a holistic and thorough strategy to reduce carbon from the life cycle entirely. The brand’s main source of carbon dioxide is the methane created by the sheep. This has subsequently encouraged the wool suppliers to adopt new regenerative farming methods that allow their land to become natural giant carbon sinks to offset the methane. Currently, a handful of farms that supply the wool are carbon neutral and one is carbon negative. The Sheep Inc team are working towards the clear goal of having all farms operate in this way.
In conversation with Edzard Van Der Wyck
Co-Founder, Edzard Van Der Wyck shared the story of the brand to date and gave further insight into the work the company are currently undergoing. With a background in film, Edzard pivoted into sustainable fashion where he co-founded hosiery label Heist Studios. Since 2019, Edzard has been at the helm of Sheep Inc. alongside Co-Founder Michael Wessely. Our conversation touched on everything from greenwashing and science-based targets to how the fashion industry must spark behavioural change if we are to pursue a sustainable future.
It is clear from talking to Edzard, that each detail and decision made in creating Sheep Inc. has been thoroughly considered. Take for example the material selection of New Zealand merino wool over cashmere. Merino wool was chosen on the basis that it holds the benefits of spinning in the right way as well as technical qualities that improve the product’s functionality like temperature regulation.
With a deep dive into farming methods, the approach to regenerative agriculture is of utmost importance to the team as is clear from the aforementioned projects in New Zealand and Kenya. Edzard pinpointed the importance of social justice within these efforts to create close personal connections with the farmers and to reinforce the importance of education in protecting biodiversity.
We touched on innovative aspects of the brand such as the jumper’s distinct NFC tag which has become a focal talking point. Incorporating the tag was motivated by Edzard’s desire to connect the customer directly with the full journey and life cycle of each garment. He noted that by scanning the tag, and tracing the story of a jumper back to its root source of the sheep in New Zealand, it engages the customer with the concept and provides emotional value. Innovative trust signals like this raise the benchmark for what transparency in fashion should look like.
In our conversation, Edzard poignantly underlined the need for evolution at pace if we are to develop adequate solutions to the challenges created by the industry’s greenhouse gas emissions. In addition to dedicated financial responses, he cited a holistic approach to sustainable supply chains will prove critical if we are to succeed. He also warded against vilifying against carbon investments as the total picture is not black and white, with which I entirely agree.
Finally, touching on challenges to date, Edzard recognised the critique from a select few about sourcing textiles from New Zealand as opposed to shores closer to home. Whilst transport only accounts for a mere 1% of Sheep Inc.’s carbon emissions, he advised that sustainable brands must be prepared to back their claims and be honest about the improvements they are working on to improve on if they are to gain trust from their customers.
Edzard noted his work in recent years has been largely influenced by having children and guided by the kind of legacy he would like to leave for the next generation. Our world needs more founders like this.
Final thoughts
In a fashion world saturated with over exaggerative and unsubstantiated environmental claims, Sheep Inc.’s approach to sustainable clothing is refreshing. The brand’s transparency along the supply chain as well as within their offsetting projects highlight the authenticity of Ezdard’s and Michael’s mission.
The innovative NFC tags act as a trust signal and method to engage customers with the journey of who and what exactly made our clothes. This has provided everlasting value for all involved and it is clear Sheep Inc. are leading the fight for fashion’s future.
For blissful warmth and infinite snuggle appeal, shop Sheep Inc. here.
If you found this article interesting, take a look at the Spotlight feature on Outland Denim here.
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