This fashion label wants to sell you a plot of land for $200

Fashion label Christy Dawn is a cultishly well-liked model identified for its female, bohemian frocks. However its newest product shouldn’t be a gown: It’s a plot of land.

Christy Daybreak is inviting clients to spend $200 to cowl the associated fee of farming cotton on 3,485 sq. ft of land on the model’s farm in Erode, India. The crops will probably be grown regeneratively, which suggests utilizing farming methods that assist the long-term well being of the land and sequester carbon dioxide from the environment. When the cotton is harvested in a 12 months, clients will probably be paid again within the type of retailer credit score primarily based on the harvest. If the yield is sweet, they may earn greater than they invested. This will permit them to purchase a gown comprised of the very cotton they helped develop. This Land Stewardship program, because it’s referred to as, is a means to get loyal clients straight concerned in regenerative agriculture whereas additionally permitting Christy Daybreak to inform a broader story about how garments are made and the impression they’ve on the planet.

[Photo: Courtesy Christy Dawn]

Christy Daybreak Baskauskas based her eponymous label in 2013 along with her husband, Aras, who now serves as CEO. In 2019, they partnered with an Indian regenerative farming collective referred to as Oshadi to lease 4 acres of land within the south Indian city of Erode in a check run; the next 12 months they expanded to 70 acres. In April this 12 months, they launched their first farm-to-closet clothes, a assortment comprised of the cotton harvested from their land.

The bulk of fashion’s monumental environmental footprint happens early within the provide chain, when uncooked supplies—like cotton, wool, or oil for artificial materials—are manufactured. Industrial cotton farming is especially unhealthy for the planet as a result of it consumes a lot of water, depletes the land of vitamins, releases carbon into the environment, and kills off biodiversity. If agriculture continues at this tempo, the United Nations predicts there will probably be solely 60 growing seasons left till soil will not develop crops.


Over the previous few years, fashion manufacturers have joined the struggle to shield the soil by investing in regenerative agriculture, whose methods are designed to reverse some of this injury. Patagonia, Timberland, and the posh conglomerate Kering are actually supporting regenerative agriculture tasks, and smaller manufacturers like Allbirds and Mara Hoffman are supporting smaller-scale tasks as nicely. However Christy Daybreak is the primary model to invite clients to spend money on the method straight.

For the Land Stewardship program, the corporate has partnered with the Erode farm to put aside 410 plots of land for its clients to spend money on at $200 apiece. That might assist the model pour $82,000 extra into its regenerative farming efforts. Final Thursday, the model launched this system, and inside 24 hours greater than 100 plots had been taken.

“We imagine this program will improve loyalty from clients following us on this journey,” Aras Baskauskas says. “However extra importantly, it’s going to permit us to increase our impression dramatically past what we might have the ability to do by ourselves.”

[Photo: Courtesy Christy Dawn]

Baskauskas acknowledges that the model is asking a lot of its clients. In any case, if there occurs to be a flood, drought, or blight in Erode over the following 12 months, they may lose cash on their funding. However half of this system is about illustrating that farmers within the growing world sometimes have had to shoulder the burden of doubtlessly shedding a harvest. Certainly, thousands of cotton farmers in India have dedicated suicide after a failed crop left them mired in debt. Christy Daybreak is asking clients to assist tackle some of this danger.

“On the finish of the day we actually need the purchasers who’ve put their cash into this program to come away with a revenue, particularly on this first 12 months,” Baskauskas says. “However the actuality is that nature doesn’t all the time give us what we would like. And for 100 years, farmers have had to carry the ache of all of it.”

The entire course of—from the harvest to the manufacturing of the gown comprised of the cotton—will take a 12 months. All through, the model will ship common updates and pictures from the farm. “In a fast-paced, digital world the place persons are used to getting issues rapidly, that is a radical factor to ask of our clients,” Baskauskas says. In addition to supporting the farmers, Christy Daybreak ensures that the cotton will probably be farmed in a sustainable means, which suggests utilizing pure fertilizers, natural pest repellants fairly than pesticides, and rotating crops to improve biodiversity. The corporate estimates that the 410 plots will assist sequester 480 kilos of carbon from the environment. (The common automotive within the U.S. emits 1 pound of carbon dioxide per mile.)

[Photo: Courtesy Christy Dawn]

In some ways, this challenge is simply a pilot, Baskauskas says. Getting 410 clients on board is a modest objective, one that isn’t going to rework the fashion business. But when this system is a success, the corporate hopes to go larger in subsequent years. Extra broadly, Baskauskas’s ambition is to ship a message to the remaining of the business that regenerative agriculture shouldn’t be out of attain.


“If we will display that this works, we hope to encourage different firms to do it,” he says. “We’d like H&M to do that. However even with out H&M, we may have an effect if a thousand small fashion manufacturers do that: Even when they don’t suppose they’ve the capital to spend money on regenerative agriculture, they will faucet into their buyer base so it’s much less capital-intensive for them.”

In the mean time, the Land Stewardship program helps Christy Daybreak clarify the complexities of regenerative agriculture to its viewers on social media and its web site. Many customers don’t perceive precisely what it takes to create a garment. However this method breaks it down, drawing a line from the farmer to the cotton crop to the ultimate gown.

“When somebody buys a gown from us, they’ll perceive the method by which the cotton was grown,” Baskauskas says. “When somebody says to them, ‘I like your gown,’ they’ll have the ability to discuss, with some data, about regenerative farming.”