Kiss the Ground

November 11, 2020

For the past years, the environmental discourse has been about safeguarding our land, water and air streams. It has been about developing solutions to sustain our ways of living and working, without harming nature.

Today, however, leading scientists and researchers are calling for the world to take a more active role in protecting our climate, through regenerative agriculture methods. The recently released, full-length documentary ‘Kiss the Ground’ explains how “by regenerating the world’s soils, we can completely and rapidly stabilise Earth’s climate, restore lost ecosystems and create abundant food supplies.” Through graphics, visuals and case studies, the film illustrates how soil could be “the missing piece of the climate puzzle.”

Considering how much the fashion industry depends on land, and the widespread harmful practices in place today, should the fashion world be taking a driving seat in putting in place regenerative farming practices around the world? What needs to happen to bring about change at scale?

On the 11th of November, we hosted a Watch Party of the newly released documentary, Kiss the Ground. The viewing was followed by an expert panel discussion on how the fashion industry can play a role in helping us to restore nature and rebalance the climate, including the following experts:

Dr. Helen Crowley, conservation expert and head of sustainable sourcing innovation at the Kering Group (currently on sabbatical year as fellow with Conservation International, and advisor with the World Economic Forum)
Chris Kerston, chief commercial officer of the land-to-market programme at the Savory Institute
Beto Bina, cofounder of Farfarm and Head of Sourcing at Veja sneakers
Yanniek Schoonhoven, co-founder of the Regeneration Academy
Megan Meiklejohn, former sustainable materials and transparency manager at Eileen Fischer
Zachary Angelini, environmental stewardship manager Timberland

After four years of hosting more than 50 knowledge sharing and networking events, connecting sustainability and fashion professionals with each other, we have decided to stop the activities we were doing under Good Brand Guru from 2023 onwards.

With equal passion and perseverance, we are continuing to strive for a better textile and clothing industry.

We are doing this through different projects, including helping companies to become BCorp and working with Fibershed at both a Dutch and European level. The Fibershed movement seeks to develop regional fiber systems that build soil and protect the health of our biosphere. Working with a soil-to-soil vision, we are rebuilding local, collaborative supply networks that are inherently fair, circular and regenerative.

If you would like to learn how you can join us in this new chapter, please get in touch through:

We look forward to staying in touch,

Warm regards,

Bryony & Martine