Kiss the Ground Cotton to hit stores this autumn
US-based apparel group Citizens of Humanity has deepened its existing commitment to regenerative cotton by joining hands with storytelling, advocacy and education non-profit Kiss the Ground on a new trademark, designed to raise awareness and support farmers.
Founded in 2013, Kiss the Ground released a popular documentary of the same name in 2020.
Home to denim labels Goldsign, A Gold E and namesake brand Citizens of Humanity, the group means to “inspire and motivate as many people, brands, suppliers and farmers as possible to [transition to regenerative agriculture]” with this new strategic partnership, commented its chief executive, Amy Williams.
Citizens of Humanity will thus collaborate with both Kiss the Ground and environmental consultancy Advancing Eco Agriculture on the Kiss the Ground Cotton project, a grower-centric programme primarily designed to teach farmers about the regenerative methods most suited to their own lands.
The initiative also involves testing participants’ soil and plant health on an annual basis and offers a variety of financial support to its farmers, tailored to their individual context, the partners said.
Fibre trademarked Kiss the Ground Cotton will debut in the collections of all three group brands this autumn. For every pound of cotton produced under the programme, funds will be allocated to support the non-profit in its mission to promote regenerative agriculture “as a viable solution to combat climate, water and health crises”.
The hope is that more farmers and brand partners will sign up over time, joined by textile mills, standardisation specialists and, of course, shoppers.
Image: Kiss the Ground Cotton.
