A number of leading wool companies are teaming up in a bid to reduce the industry's carbon footprint.
The New Zealand Merino Company (NZN) - working with brands Allbirds, Icebreaker and Smartwool - has launched a regenerative wool platform with the aim of tackling the environmental impact of the global fashion industry.
Through the ZQRX platform, they will work with 167 sheep farms, representing more than 1 million hectares of New Zealand land, all of which use regenerative farming practices.
John Brakenridge, NZM chief executive, says on-farm emissions comprise around 60 percent of all emissions associated with woollen products.
"Through the adoption of regenerative practices that both store more carbon and emit less, we could reduce our on-farm emissions down to zero," he said.
"The ZQRX index addresses the health of the ecosystem and farming communities, rewarding the value of growers who are committed to regenerative agricultural practises.
"We dream of a day when all wool is farmed with regenerative practices."
Tim Brown, co-founder of Allbirds said despite the companies involved normally competing against each other in the marketplace, collective action was needed to address the challenges of climate change.
"Together, competitors have enough influence to right the ship when it comes to the universal threat of climate change. With ZQRX, we are backing a movement towards a truly regenerative future, one that prioritises the planet and supports our unwavering pursuit to make better things in a better way."
Icebreaker brand president Greg Smith echoed Brown's views, saying he believes "nature has the answers and our decisions need to have respect for the greater ecosystem".
"We are constantly impressed by the way farmers care for their land, care for their animals and care for their people. They are all interlinked. Our growers have already made strides, over generations, to farm regeneratively.
"ZQRX both honours these steps and provides us a platform to measure, track improvements and push beyond."
Smartwool president Jen McLaren said the initiative was in line with the company's philosophy of "continual improvement and when you know better, you do better".