We are committed to leaving the land better than how we found it
A proud brand of Chargeurs Luxury Fibers, a division of French 150-year-old Chargeurs Group, NATIVA brings nature-focused solutions to brands, centred in traceable wool backed by blockchain technology. NATIVA’s global NATIVARegen programme protects the land by bettering its soil quality, safeguards the animals by ensuring their healthy keeping, and supports farmers and local communities by improving their livelihoods. In a conversation with Fibre2Fashion, Global Director Maria Estrada discusses their pioneering approach to regenerative farming of wool and cotton.
What steps can companies take to improve transparency and traceability throughout their textile supply chains?
Working with trusted suppliers who can provide guarantee of their sourcing and growing systems is key. Brands can improve the impact they have on the environment while being confident that their product is exactly what it says it is.
Can you tell us about the inspiration behind the creation of NATIVA and its mission in the textile industry?
NATIVA aims to disrupt the supply chain by guaranteeing the highest standards of sustainability and traceability, from farm to brand. Going beyond the fibre, our NATIVA Regenerative Agriculture programme works alongside farmers to improve the environments in which it is produced. We are committed to people, planet and animals, and know we have to do more. This is why we are dedicated to leaving the land better than how we found it.
What unique qualities or practices differentiate NATIVA from its competitors within the fibre industry landscape?
NATIVA is unique in its pioneering approach to regenerative farming. NATIVA is based on four fundamental pillars: Animal Welfare, Corporate Social Responsibility (CSR), Environmental Practices, and Land Management. We are committed to transparency and integrity with a certification process conducted by independent groups which visit farms and industry partners to ensure they comply with our standards. Despite being global, we take a local approach to sourcing. We believe that one size does not fit all, so we visit farms and get to know our farmers and their stories, ensuring our systems adapt to the needs of each individual farm and their landscapes.
How does the brand ensure transparency and sustainability throughout its supply chain?
All NATIVA wool incorporates blockchain. The first global wool brand to do so, NATIVA digitally tracks and logs every step of the wool’s journey, from farm to brand. Blockchain technology records transactions in a digital tamper-proof and decentralised database. Any node can add information that must be approved and recorded by all the nodes of the network and organised as ‘blocks’. Each stakeholder has its own protected profile and the whole network is informed immediately of any modification. A unique QR code is generated for each product of each brand leading to the NATIVA Blockchain Platform.
How does NATIVA incorporate regenerative agriculture principles into its wool sourcing process?
NATIVA is pioneering a new way of producing the world’s finest Merino wool. At the heart of NATIVA’s identity are its farmers, with NATIVA working hand-in-hand with regenerative farmers in Australia, Uruguay, Argentina and the US. Our partnership network also extends to leading research institutes, universities, and sustainability pioneers, such as Quantis, a leading environmental sustainability consultancy.
Could you explain the significance of NATIVA Regenerative Cotton and its impact on sustainable production systems?
As part of NATIVA’s goals of positively impacting the supply chain for a more sustainable system, we wanted to expand our reach from wool into new fibres. With cotton accounting for 65 per cent of the fibres present in wardrobes worldwide, it was only natural to extend our programme to this iconic fibre.
Being a key component of the fashion industry’s landscape, improving the way in which we grow and produce cotton means increasing the wider positive impact of our partner brands – allowing them to hit further sustainability goals.
Can you provide insights into the technological innovations employed by the company to enhance the quality and sustainability of its fibres?
NATIVA is committed to transparency and integrity with a certification process conducted by independent groups which independently visit farms and industry partners for approval and measurement of KPIs. These efforts are backed by our NATIVA Blockchain technology.
Could you share examples of how NATIVA collaborates with leading brands to meet their sustainability goals?
NATIVA is honoured to introduce its farmers by name and to collaborate with partner brands such as Stella McCartney, Gucci and Pangaia to share their stories. Having worked with Stella McCartney since 2019, NATIVA was invited to participate in the ‘Stella Sustainable Market’ held during the brand’s Summer ’24 Paris Fashion Week catwalk show and during the recent COP 28 in Dubai.
NATIVA has extended its partnership with LVMH Group and has been announced as a member of its LIFE 360 Business Partners programme. As part of its drive to redouble its biodiversity and climate initiatives, LVMH is to scale-up its regenerative farming practices to deliver positive impact on climate, nature, and livelihoods.
Could you explain the concept of the NATIVA Collaborative Platform and its role in the supply chain?
The NATIVA Collaborative Platform uses private secured blockchain. Each stakeholder has its own protected profile and the whole network is informed immediately of any modification. This enables brands to track the entire journey of their products and share it with their customers.
What are the long-term goals and aspirations of NATIVA in terms of advancing sustainability in the textile industry?
We know being neutral is no longer enough, so we are committed to leaving the land better than how we found it. NATIVA is a trusted brand name, giving both brands and consumers the reassurance of the highest quality alongside the most sustainable sourcing standards. We have found the perfect partner in Nafpaktos Textile Co to expand into the finest quality cotton in Greece. We are currently planning further expansion into other luxury natural fibres to continue to amplify our impact in the textile industry.
How can companies promote ethical treatment of animals within their supply chains, particularly in industries like wool and leather production?
When it comes to industry standards, NATIVA wool holds a dual RWS - NATIVA certification. This states that NATIVA wool complies with the Responsible Wool Standard (RWS), while incorporating additional requirements, guaranteeing the highest wool standards. Our wool comes from certified farms in Australia, New Zealand, South Africa, North America, Uruguay and Argentina. They comply with strict levels of animal welfare, land management and ethical work policies.
Interviewer: Shilpi Panjabi
Published on: 13/03/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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