The Nature of Impact
Know
Your
Fibre
Because what your clothes are made of matters.
Before the label, there's the fibre. Before the fit. Before the finish. It decides how something wears. How it lasts. How it feels next to skin. And how it behaves with the planet.
Luxury isn't the logo. It's the material. And the story behind it — how it was grown, what it costs the earth, and where it ends up.
Here's how some of the most common fibres compare.
Scroll to dive into each fibre ↓
Fibre 01
Merino Wool
Performs like a technical fibre. Feels like luxury. Ends where it began — in nature.
Ultra-fine softness with fibres often under 20 microns — softer than traditional wool, finer than human hair.
Breathable, temperature-regulating, and naturally elastic.
Moisture-wicking and odour-resistant — wear more, wash less.
Renewable. Biodegradable. Lower impact than most conventional fibres.
Sourced from regenerative farms where improved grazing and soil management help draw down more carbon than the animals emit.
The gold standard of natural performance
Ours is carbon-negative at source.
Fibre 02
Cotton
A familiar staple with a heavy environmental footprint.
Familiar. Breathable. Easygoing.
Softens with age, wrinkles with life.
Soaks up odour and moisture — meaning more washes.
Traditional cotton can drink up to 10,000 litres of water per kilo (WWF).
Farming methods matter — monoculture and pesticides can deplete soil health.
Familiar comfort, but at what cost?
Not all cotton is created equal — that's why we use Good Earth Cotton®, farmed regeneratively.
Fibre 03
Cashmere
Softness, with a hidden cost.
Exceptionally soft with fibres as fine as 14–16 microns.
Luxurious handfeel but prone to pilling and wear over time.
Limited supply and high demand drive prices up.
Intensive grazing can damage fragile ecosystems like Mongolian grasslands, causing desertification (UNEP).
Luxury with ecological consequences
Fibre 04
Hemp
A fibre with promise. More rugged and resilient than soft and refined.
Tough. Breathable. Naturally UV-resistant.
Low water usage, no need for pesticides.
Coarse at first but softens with wear.
Best for heavy weaves — less common for fine knits.
Nature's toughest thread
Fibre 05
Synthetics
Plastic performance. No luxury. No future.
Polyester: durable and cheap, but traps odour and feels clammy. Every wash sheds microplastics.
Nylon: stretchy and tough, but non-absorbent and fossil-fuel dependent.
Acrylic: lightweight wool substitute, but pills easily and is difficult to recycle.
Virgin polyester uses ~9.5kg CO₂ per kg produced (Textile Exchange).
Recycled polyester takes plastic out of circular recycling — breaking the loop, not closing it.
Non-biodegradable. Sticks around for centuries.
The planet pays the price
Interactive Comparison
How They Stack Up
Select up to 4 fibres to compare across key performance metrics.
softness
durability
breathability
sustainability
When material is everything.
Softness. Strength. Longevity. Impact. No fibre is perfect — each has trade-offs. The difference lies in how they're sourced, produced, and cared for at every step.
We choose the best of nature — regenerative Merino wool and Good Earth Cotton® — because they feel incredible, wear well, and tread lightly on the earth.
Thoughtful materials. Better practices.
Luxury that feels good. And does good.
