KENT: Pioneering Sustainable Fashion

KENT, a visionary in the realm of fashion, commenced its journey in 2020 with a resolute mission—saving the planet, one super natural basic at a time. Nestled in Los Angeles, California, this small yet impactful brand has rapidly gained recognition for transforming fashion into a force for environmental good. From its inception, KENT has epitomized a harmonious blend of style and sustainability, with a relentless commitment to ethical practices and transparency.

Sustainability at the Core

At the heart of KENT's ethos lies an unwavering commitment to sustainability. The brand acknowledges that nearly 75% of the negative impacts in the fashion industry emanate from the raw materials stage. In response, KENT established its Super Natural Materials Standards, a stringent set of criteria evaluating materials against social and environmental benchmarks. The standards encompass key elements, including organic cotton, non-toxic components, plastic-free and microplastic-free materials, and a resolute vegan stance. KENT's sustainability journey extends beyond mere rhetoric; it's ingrained in every product they create.

Championing Super Natural Standards

KENT's standards are not just high—they're revolutionary. The brand enforces a zero-tolerance policy for spandex, polyester, nylon, elastane, acrylic, and acetate—all synthetic fabrics derived from nonrenewable fossil fuels. The environmental impact of these materials, from extraction to their enduring presence in landfills, spurred KENT to champion natural, plant-based, and organic alternatives. Their favorite, organic pima cotton, sourced from Peru, checks all the sustainable material boxes. This longest-staple cotton in the world is not only cushier and cleaner but also uses 87% less water and creates 45% less CO2 than conventional cotton.

Certified Organic Excellence

In the pursuit of sustainable alternatives to synthetics, KENT's organic pima cotton is GOTS certified. This global stamp of approval ensures the traceability of organic cotton from field to final garment, accompanied by a commitment to fair and ethical working conditions. Handpicked in Peru, KENT's cotton adheres to the country's ban on GMO seeds, mitigating the risk of contamination prevalent in other cotton-producing regions. Less than 1% of cotton grown worldwide is organic, making KENT's certified organic choice truly exceptional.

A Holistic Approach to Sustainability

Beyond material excellence, KENT's dedication to reversing climate change is evident in their endorsement of organic farming practices. Supporting biodiversity and healthy ecosystems, KENT's farming practices participate in key areas of regenerative agriculture, including crop rotation, compost use, biological pest control, intercropping, and no tilling. This commitment extends to every step along the supply chain—from materials grown in Peru to briefs made in California. Fair trade farming, carbon-neutral shipping, and ethical local manufacturing are not just ideals for KENT; they're indispensable elements of their ethos.

Eco-Friendly Packaging and Beyond

KENT goes the extra mile by not only focusing on the product but also on its packaging. Their briefs come in plant-based, acid-free, and compostable packaging. Inks are soy-based, and tagless labels, made in Canada, adhere to OEKO-TEX certification. The brand's eco-conscious practices extend to offering carbon-neutral shipping as an option at checkout—a nod to their commitment to clean air and a healthier planet.

Equality & Anti-Racism Pledges

As KENT tirelessly endeavors to restore Mother Earth, their mission goes beyond environmental sustainability. The brand embraces the responsibility to advocate for a cleaner, just, and equal way of living. Their pledges to represent and work with minority and black-owned businesses, diverse representation in photography and content, and an unwavering commitment to equality and anti-racism underscore KENT's holistic approach to making a positive impact on both the planet and its people.

In essence, KENT isn't just a brand; it's a movement—a paradigm shift in fashion that harmonizes style with sustainability, proving that fashion can indeed be a catalyst for positive change.