Our products are both high-quality and sustainably made
Sheep Inc. is a pioneering fashion brand founded by Edzard and Michael, dedicated to creating luxurious, sustainable knitwear from the world’s finest Merino wool. Emphasising full transparency with innovative NFC technology and a commitment to being carbon-negative, Sheep Inc. redefines luxury fashion with a focus on environmental responsibility and ethical practices. In a conversation with Fibre2Fashion, Co-founder Edzard van der Wyck discusses how the company addresses the environmental impact of the fashion industry.
What are the major challenges sustainable fashion brands face when scaling and competing with fast fashion, and how can these be overcome?
The major challenges include higher production costs, limited access to sustainable materials, and consumer perception of value. Overcoming these challenges requires innovation in materials and processes, economies of scale, and educating consumers about the long-term value and impact of sustainable fashion. By promoting transparency and building a strong brand ethos, sustainable fashion brands can attract a loyal customer base and drive industry change.
What measures should be taken to ensure that sustainability in fashion is accessible to all consumers, not just those at the premium end of the market?
To make sustainability accessible, it is essential to reduce costs through innovation and scale, provide affordable sustainable options, and promote consumer education about the true cost of fashion. Collaborations between brands, policymakers, and industry stakeholders can help create a more inclusive market. Implementing regulations that support sustainable practices and providing incentives for companies to adopt these practices can also drive accessibility.
How is technology shaping sustainable fashion, particularly in production, supply chain management, and customer engagement?
Technology is transforming sustainable fashion by enabling more efficient production processes, improving supply chain transparency, and enhancing customer engagement. Advanced manufacturing techniques, such as 3D knitting and precision farming, reduce waste and increase efficiency. Blockchain and NFC (Near Field Communication) technologies provide transparency and traceability, allowing customers to make informed choices. Digital platforms and tools also facilitate better customer interaction and education about sustainability.
What innovations in materials or manufacturing processes do you find most promising for the future of sustainable fashion?
Promising innovations include bio-based and biodegradable materials, advanced recycling techniques, and zero-waste manufacturing processes. Developments in regenerative agriculture and precision farming contribute to more sustainable raw material sourcing. Additionally, innovations in digital and 3D printing technologies hold the potential to revolutionise manufacturing by reducing waste and improving customisation.
What role should government regulations play in promoting sustainability in the fashion industry, and how can brands help shape these policies?
Government regulations should set standards for sustainable practices, provide incentives for sustainable innovation and punish those who drive harmful impact — and ensure transparency and accountability in the fashion industry. Brands can help shape these policies by advocating for stronger environmental protections, participating in policy development, and demonstrating the viability of sustainable business models. Collaborative efforts between industry leaders and policymakers can drive meaningful change and promote a more sustainable future for fashion.
What inspired the creation of Sheep Inc., and how does the company’s ethos differ from traditional fashion brands?
Sheep Inc. was inspired by the urgent need to address the environmental impact of the fashion industry. Sheep Inc. is built on a foundation of sustainability, transparency, and regenerative practices. Our mission is to create beautiful, high-quality knitwear that not only minimises environmental harm but actively contributes to environmental restoration. This ethos is integrated into every aspect of our business, from sourcing materials to manufacturing processes and customer engagement.
What are the ZQ animal welfare standards, and why are they important to Sheep Inc.?
ZQ animal welfare standards are comprehensive guidelines that ensure the highest level of animal care. These standards include criteria for animal health, freedom from stress, and environmental stewardship. For Sheep Inc., adhering to ZQ standards is crucial as it aligns with our commitment to ethical and sustainable practices. It guarantees that the Merino wool we use is sourced from farms that prioritise the well-being of their sheep, reinforcing our dedication to responsible sourcing.
How does the Connected Dot technology work, and what kind of information can customers access through it?
The Connected Dot technology integrates NFC tags into our garments, allowing customers to access detailed information about their purchase by simply tapping their phone. Through this technology, customers can trace the entire journey of their garment, from the farm where the wool was sourced to the manufacturing process. They can also see the environmental impact, including the carbon footprint, and receive updates on the dedicated sheep associated with their garment, fostering a deeper connection and transparency.
Sheep Inc. is described as the world’s first carbon-negative fashion brand. Can you explain how you achieve this?
Sheep Inc. achieves carbon negativity through a combination of regenerative farming practices, carbon-neutral manufacturing, and investing in biodiversity projects. Our partner farms use techniques that sequester more CO2 than they emit, such as rotational grazing and agroforestry. Additionally, our manufacturing processes are powered by renewable energy. We also invest in projects on the farms that we work with through our Radical Farming Fund to further enhance biodiversity and with an additional focus on research.
What steps does Sheep Inc. take to ensure the longevity and durability of its knitwear?
To ensure the longevity and durability of our knitwear, we use high-quality, ultra-fine Merino wool that is naturally resilient and durable. And then treat it using a sustainable treatment called Eternity X-Care that further enhances performance. Our manufacturing process employs advanced 3D whole garment knitting technology, which creates seamless and strong garments. Additionally, we offer a lifetime care guarantee, providing free repairs through our Knit Clinic to extend the life of our products and promote sustainable consumption.
How does your Knit Clinic work, and what inspired its creation?
The Knit Clinic is an initiative where we offer free repairs for all our knitwear products, ensuring they last as long as possible. Customers can send their garments to us for mending, helping to reduce waste and encourage sustainable consumption. The Knit Clinic was inspired by the traditional practice of valuing and maintaining garments, combined with our commitment to sustainability and reducing the environmental impact of fashion.
Could you elaborate on the traditional and technological aspects combined in your production process?
Our production process blends traditional craftsmanship with cutting-edge technology. We source Merino wool using age-old farming practices that prioritise animal welfare and environmental health. This wool is then processed using advanced treatments and crafted using the latest knitting technology, which creates durable garments with minimal waste. This combination ensures that our products are both high-quality and sustainably made.
How has partnering with The Seam enhanced your customer service and product lifecycle?
Partnering with The Seam has enhanced our customer service by providing an easy and efficient way for customers to access garment repairs and alterations. This partnership supports our goal of extending the lifecycle of our products, reducing waste, and promoting a circular economy. It allows customers to maintain and cherish their garments, aligning with our commitment to sustainability and longevity.
How does the company measure and report on its impact on the environment?
We measure each garment’s environmental impact through a detailed lifecycle assessment (LCA). These assessments are independently verified and provide a comprehensive view of the carbon footprint and environmental impact at each stage of production. We report these findings transparently to our customers through the Connected Dot technology, ensuring they have access to accurate and reliable information about the sustainability of our products.
Can you share any upcoming initiatives, products, or markets that Sheep Inc. plans to explore in the near future?
We are continually exploring new initiatives to enhance our sustainability efforts and expand our product line. Upcoming projects include the development of new material blends and knitwear styles. We are also working on collaborations with partners to promote sustainable practices across the fashion industry and further our impact on environmental restoration.
