In this episode, I dive into one of the most stylish and inspiring sustainable businesses I’ve come across: Will & Bear. This Australian company doesn’t just make some of the most stylish and durable hats I’ve ever seen—they’re actively restoring ecosystems and tackling environmental challenges in profound ways.
Since their launch in 2016, Will & Bear has planted over 2.56 million trees, transforming degraded farmland into lush forests. To put this into perspective, that’s over 780 acres, or the equivalent of Central Park in New York City, now filled with thriving greenery. These trees have absorbed more than 154,000 tons of CO2, comparable to taking 33,600 cars off the road for a year. Even better, their efforts have provided sustainable livelihoods to over 13,000 people, proving that restoring the planet can transform lives too.
Beyond tree planting, Will & Bear supports Tiverton Farm Sanctuary, a regenerative farming project in Australia. Tiverton Farm is not just a home to endangered species like the Eastern Barred Bandicoot—whose population has skyrocketed from just 34 to 3,000 under their care—but also a leader in producing high-quality, renewable wool in harmony with the environment. Their sanctuary combines wildlife conservation with sustainable agriculture, paving the way for a future where farming and biodiversity can coexist.
Why This Episode Matters
The fashion industry is notoriously unsustainable, using massive amounts of water and producing significant emissions. Will & Bear are rewriting this narrative by crafting hats from eco-friendly materials like hemp, wool from regenerative farms, and biodegradable straw. They’ve embedded a pledge into their company to donate at least 2% of all sales to environmental restoration efforts.
If every brand took these steps, imagine the kind of world we could create. From restoring habitats to inspiring conscious consumerism, Will & Bear is a model of how businesses can align profit with purpose.
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As consumers, we hold immense power to drive change. By choosing businesses like Will & Bear, we’re not just buying products—we’re making a statement about the future we want to see. Let’s take small steps together to restore our world, one hat (or action) at a time.