Australian headwear brand Will & Bear has furthered its sustainability mission, partnering with regenerative biodiversity organisation, Odonata.
The new partnership builds on Will & Bear's existing efforts, which include the planting of 10 trees for each hat sold.
In its new partnership with Odonata, Will & Bear will support the firm's keystone project, the Tiverton Sanctuary, which is focused on breeding the endangered Eastern Barred Bandicoot.
Will & Bear has committed to donating $20,000 to the organisation each year.
Commenting on the partnership, Will & Bear co-founder Alex Knorr said Odonata aligned perfectly with the brand's values.
"We believe material producers and fashion businesses should be a part of the same constructive conversation about reaching a more sustainable future.
"Our range is predominantly Australian wool and is our favourite material.
"This partnership puts our support behind Australian wool growers that use regenerative farming and those willing to push the envelope in regenerative biodiversity.
"Odonata is committed to positive biodiversity, climate, and social impact.
"We see our values aligning perfectly.
"Their Tiverton Sanctuary project shows how farming can result in better outcomes for Australian native biodiversity while producing the best quality renewable and biodegradable material source," he said.
The Tiverton Sanctuary features a 1,000-hectare predator-proof regenerative sheep farm, enabling the Bandicoots to be integrated into an operational sheep farm while preserving Australian native vegetation.
Tiverton Sanctuary CEO Nigel Sharp added that he hopes the partnership will inspire other brands to do the same.
"I hope this partnership will highlight to the world the potential for fashion brands to take a leadership role in supporting progress and innovation in regenerative farming of the materials they use.
"I also want people to see that regen farming is not all the same - our farms save endangered wildlife as part of our sanctuary network.
"Will & Bear are leading a new standard for environmental and social integrity for the industry and helping demonstrate how Odonata can support values-aligned businesses to save endangered wildlife and play a part in solving the climate crisis.
"We’re so proud to have chosen Will & Bear to partner with because we can see they are walking the talk; that level of integrity means a lot to Odonata," he said.