Regenerative Agriculture Comes to the Luxury Market With Co’s California-Grown, American-Made Capsule, Natural World

, and Allbirds. But Co’s capsule, titled Natural World, is one of the first examples in the high-end luxury space. “And that’s where it should be,” Danan says. “Luxury is a lifestyle, and wearing something that has this kind of impact is a luxurious experience.”

The quality might be the big takeaway for Co’s designer peers. If conversations around farming, soil health, and crop rotation sound a little, well, earthy, the end product is undeniably luxe. “It’s like no other wool I’ve ever felt,” Kern says. Danan described the texture as pleasantly “spongy”—and with none of the itch we expect from standard wool.

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