From field to wardrobe: how three brands are leading Britain’s farm-to-fashion trend

In a fashion landscape characterized by increasingly complex supply chains and global tensions, the British farm-to-fashion movement has established itself as a stabilizing factor. Such concepts are not entirely new in terms of localization. Nevertheless, the format is being revived and modernized, accompanied by a cross-industry call for a return to ‘Britishness’.

Many of these systems are rooted in the heritage and indigenous nature of certain textiles in the UK. Materials such as leather, wool and flax have long been associated with the land. However, with the advent of industrialization and globalization, they lost their status to cheaper, more scalable imports.

Faced with geopolitical shifts, agricultural challenges and a growing desire for transparency, fashion brands now appear to be turning inward. They are looking for a sustainable textile supply and a similar production process. In addition, new labels have emerged as pioneers of this movement. They operate entire ecosystems that are located entirely inland and are often just a stone’s throw from the final production of their products.

Many of these companies are built by a single person or a small team. They integrated traceability into their concept from the start. Therefore, they serve as examples of how to move beyond industrialized systems and globalized supply chains and return to a domestic approach to manufacturing.

A movement has emerged that focuses on rebuilding regional fiber and craft networks. It guides consumers from the field to the finished garment. In doing so, traditional craft traditions are preserved, the rural economy is stimulated and the carbon footprint of clothing production is reduced. Here are some companies that are playing a leading role in this.

Herd: “Real connection in an increasingly fast-paced world”

Serial entrepreneur Ruth Alice Rands had a vision for a brand that not only produced high-quality knitwear, but also emphasized local production methods. She was particularly fascinated by the complexity of British wool and its long history. That’s why she started looking for wearable, local yarn. She chose the wool of the local Bluefaced Leicester sheep as she valued the material for its ability to soften blends.

Rands combined her knitting skills with a passion for provenance and founded the British company Herd in 2020. The company’s wool is sourced from over 40 sheep farmers in the north of England. It is then transported to factories in Yorkshire, less than 50 miles away. “It’s a longer and more expensive process, but this uncompromising attention to detail is evident in the feel of our knits and tweeds,” Rand told FashionUnited. “Not only does this mean we can consistently offer the finest British yarn, we also pay farmers directly and guarantee them a fair price every year.”

Rands originally started out in the yarn wholesale business, supplying brands such as Sunspel and Toast. This business was discontinued in 2022 when demand for Herd’s own knitwear surged. Since then, the company has expanded its offerings to include leather, cotton and linen. For the current SS26 collection, localized details such as lace and buttons were used from the last remaining UK suppliers for these products. Rands’ philosophy extends to all areas of business. This includes dyeing yarn with vegetable dyes, a process that has been scaled up with a factory in Yorkshire.

For Rands, the farm-to-fashion movement – ​​similar to the farm-to-table movement – ​​celebrates provenance and natural philosophies. These work with the abundance of nature and support personal and worldly well-being. “Our customers love knowing the details, from the characteristics of the breed to the methodology of our plant dyeing. This is what makes the finished pieces so special and timeless,” said Rands. “The ‘Grow to Wear’ movement offers true connection in an increasingly fast-paced world. It provides insights into the pre-digital worlds of agriculture, manufacturing and crafts – an increasingly necessary balm for our times.”

Billy Tannery: “Customers are bored with empty sustainability claims, we focus on showing the entire process…”

The British company Billy Tannery was founded in 2016 by Jack Millington. He returned to the Midlands after a period in London to pursue a more practical lifestyle. He was looking for a solution to waste from the food industry and at the same time wanted to counteract the decline of British leather. This resulted in a tannery for small series. Initially she focused on producing handmade goatskin goods before expanding into deerskin and bespoke hospitality products.

The farm answers the question of what happens to animals that may not make it into the food chain. Male goats born on a dairy farm, for example, were often killed immediately after birth before meat companies intervened. In addition, numerous deer were shot each year to prevent damage to local ecosystems, but their hides were wasted. Millington tapped into the United Kingdom’s centuries-old leather expertise to provide an alternative to this waste. He also wanted to challenge misconceptions about leather by creating a framework for production closer to home.

According to the company, all leather is sourced as a by-product of the food industry and tanned in the UK using bark extracts. This creates products that have natural variations and are free of plastic coatings and pigments. The products, mainly bags, backpacks and accessories, are made in two artisan workshops in Somerset and Leicestershire. They typically feature clean lines and seasonless designs.

Millington said: “At Billy Tannery, connecting all the dots across our entire supply chain – from source to our on-site micro-tannery and workshops to customers – is about trust and transparency. Customers are bored with empty sustainability claims. Instead, we focus on showing the entire process as honestly as possible. Our small-batch methods are less about scarcity and more about complete control. Our customers want to feel connected to the British countryside, and we do We want our leather to be the medium for this, with all the scars.”

Glencroft: “It is crucial that our customers understand that they are paying for a product that is better made because it is fully traceable…”

The family business Glencroft has specialized in classic country clothing since 1987. It has used 100 percent British wool in all of its knitted products throughout its existence. As the company grew, the team – made up of founders, married couple Richard and Justina Sexton and their son Edward Sexton – began to wonder how they could incorporate wool from sheep from Clapham, their corner of Yorkshire. At the same time, they wanted to support farmers who want to expand their horizons.

In 2021, Glencroft began expanding its own wool, starting with a minimum commercial quantity of 500 kilograms. After a partnership with the Yorkshire Dales National Park, the project took off. This gave rise to what is now known as Clapdale Wool. The initiative sources fleeces from seven local farmers. Edward grew up with many of them at the local school. They now own local breeds such as Dalesbred and Texel, which are not traditionally associated with knitting wool.

“The global supply chain is efficient, but it has caused consumers to lose touch with where their products actually come from,” said Edward Sexton. “As a small family business, we cannot compete on price with large brands that produce overseas. But while these brands pay lip service to sustainability, this creates an opportunity for smaller brands like us. We can leverage our local connections and, in our case, our proximity to Yorkshire, one of the oldest wool processing areas in the world.”

Clapdale uses low monetary value wool to create high quality, traceable products. Each is manufactured within a local supply chain network. In 2022, the company sourced three tons of wool to produce blended yarn for limited-edition knitwear or to weave into tweed products. The farmers then received a surcharge of at least one British pound per kilo to cover their shearing costs, as well as a further ten percent share of the profit. Although Clapdale recognized the challenge of processing and selling this amount of wool, the company looks forward to sourcing more in summer 2026.

Sexton added: “As a small company producing high-quality knitwear, it is crucial that our customers understand that they are paying for a product that lasts longer and is better made because it is fully traceable. There is absolutely no separation between our brand, the fibers and the people involved from start to finish. I can even take you into the fields next to our office and show you which sheep our sweaters come from.”