Kiss the Ground Promotes Regenerative and Healthy Soil

Anthropologie has forged a partnership with Kiss the Ground, a nonprofit promoting regeneration and healthy soil as a viable solution to the wellness, water and climate crisis.

Kicking off Earth Month, Anthropologie hopes to improve awareness, education and engagement around regenerative agriculture and how it contributes to a healthier planet. Through conservation initiatives, partnering with an array of nonprofit partners, and working to ensure the products they sell are ethically sourced, they look to incite change.

“We are incredibly inspired by the work our friends at Kiss the Ground have been doing and are in awe of their ability to inspire millions of people across the country to participate in the regenerative movement,” said Elizabeth Preis, global chief marketing officer of Anthropologie Group. She said she was excited to kick off Earth Month “by amplifying the essential work they are doing to protect our planet and combat climate change and to motivate engagement across our community to do the same.”

“It’s been gratifying working together with the team at Anthropologie, feeling their passion for regeneration as a solution for our health and the health of our planet,” said Evan Harrison, chief executive officer of Kiss the Ground. “We are genuinely excited to collaborate and engage their audience with this inspirational message. Together, we will make a very meaningful difference.”

Anthropologie and Kiss the Ground will work together to generate awareness and involvement through collaborative programming. Through the partnership, Anthropologie has committed to an annual donation of $100,000 to Kiss the Ground, as well as offering their customers the opportunity to contribute through roundup at checkout donations in all Anthropologie stores worldwide throughout April. With their donation, Anthropologie becomes one of Kiss the Ground’s 10K Acreage Partners, where their donation will help to spark the transition of 10,000 acres of land into regenerative agriculture. The brand will engage with their employees through training, events and volunteering opportunities, as well as a series of in-store workshops for their customers in partnership with garden brand Terrain, which is also part of Anthropologie’s parent Urban Outfitters Inc.

Anthropologie will also introduce its first regenerative cotton capsule collection. The line will reimagine existing customer favorites, now made with third-party certified regenerative cotton.

The collection features Anthropologie’s bestselling items such as a T-shirt, dress, blouses, pants and a short. Items retail between $88 and $158.

Source: WWD