The brand is partnering with agricultural technology company Indigo Ag to source fibre that can be traced to farmers deploying regenerative practices. The North Face will pay a premium for the cotton which will be used to create a collection due to launch next autumn.

The move reflects growing interest among fashion brands in regenerative agriculture, which focuses on farming practices that can draw down carbon from the atmosphere and restore soil health.

The North Face’s sister brand Timberland has set a target to source all of its natural materials from regenerative sources by 2030, while last month Gucci-owner Kering launched a fund to convert 1 million hectares of land to regenerative agriculture over the next 5 years.