In 2001, we bet on organic cotton. Now we've found what's next.

Twenty years ago, Kuyichi became the first brand to launch 100% organic cotton jeans. At the time, organic cotton was a niche idea, but we saw its potential to change the way fashion works with nature. Today, organic cotton is recognised as a better choice for people and planet, and we're proud to help lead that shift.

Organic cotton remains at the heart of what we do, and it always will. It's proof that doing things differently can become a new standard.

But at Kuyichi, we've never believed in standing still. We're always looking for what's next: the innovations that can take sustainable fashion further. That's why, in 2024, we added something new to our material mix: regenerative cotton.

What is regenerative cotton?

Regenerative cotton is grown using farming practices designed to rebuild what conventional agriculture has broken down.

Where conventional farming depletes soil and releases carbon into the atmosphere, regenerative farming does the opposite:

• Rebuilds healthy soil that can hold more water and nutrients

• Captures carbon in the ground instead of releasing it into the air

• Restores biodiversity by creating thriving ecosystems on farmland

• Improves yields for farmers over time, without relying on synthetic inputs

How? Through practices like cover cropping (growing plants between harvests to protect the soil), reduced tillage (disturbing the soil less), crop rotation, and integrating trees or livestock into the farm system. These aren't new ideas, they're age-old techniques, reimagined for modern farming.

Why regenerative cotton matters for climate and biodiversity

Climate change and biodiversity loss are two sides of the same coin. You can't solve one without addressing the other. Regenerative agriculture tackles both. By rebuilding soil health, it creates natural carbon sinks: land that absorbs CO2 instead of releasing it. By restoring biodiversity, farms become more resilient to extreme weather, pests, and disease.

For farmers, these benefits are real. Healthier soils deliver more stable yields and reduce dependence on expensive synthetic inputs. More importantly, they build resilience against droughts and floods that are becoming increasingly common.