Early in the 2010s I watched a documentary that changed everything about how I look at the clothes in my closet: The True Cost.

From the moment I learned about the lack of sustainability in fashion, I knew I wanted to do something about it. Today, I’m launching something new. 1/

Before I could speak on the topic, I knew I needed to change my own habits.

I’ve spent the past decade completely revamping the way I shop for and take care of clothes. I’ve always love fashion because of how the confidence and expression it gives us.

This added a new layer 2/

Today, 95% of the clothing I wear is made from more sustainable materials, with fair labor practices, and more humane animal practices where relevant.

I buy clothes I expect to wear for the next ten years - high quality, repairable, classic styles. 3/

In the process, I’ve uncovered so many incredible companies that put their heart and soul into making these kinds of products.

Companies that truly care about doing better while still empowering their customers to look and feel great in their clothes. 4/

I’ve talked to many friends about my approach. It seems to resonate. But it also takes a lot of work to find the right options while taking into consideration materials, labor, animal welfare, country of manufacture, etc.

It’s burdensome to shop sustainably. 5/

So five years ago I thought: the sustainable fashion movement is where the organic food movement was 20 years ago.

It’s picking up steam and is clearly the way of the future. But not many people know it yet.

So I searched for a domain that captured the idea. 6/

After an exchange with the owner, I agreed to buy http://farmtocloset.com  for $500.

It was unused and made a fun play on the farm to table movement. The perfect parallel between food and fashion.

And then it sat in my domain registrar. Until 2020. 7/

2020 has obviously been a challenging year for everyone. One thing it’s gifted us is free time because of everything we can’t do right now.

@JoshWinkles, one of my partners in crime from my first company, called me up and told me he was deciding what to do next in his career 8/

I pitched him on this latent idea I had sitting in the back of my head for the last 10 years.

After some though, he signed on and we got to work bringing it to life. 9/

Today, we’re excited to launch http://farmtocloset.com  — your complete guide to sustainable clothing for men.

We’re launching with a limited purview right now. Specifically, we just published our first seasonal guide to sustainable fashion. 10/

You can download the guide on the site today. In it, we apply the most sustainable thinking we can to recommend fall and winter clothes that will make you look and feel great.

We’ve already factored in materials, labor, and other sustainable practices so you don’t have to. 11/

Going forward, we’ll publish a seasonal guide 2-4 times per year.

Our focus is on men (for now) because there are 100s of sites covering sustainable fashion for women and almost none for men. 12/

As we grow, we‘ll create what feels like a full e-commerce retail shop, highlighting the best products from the best brands in sustainable fashion.

We’ll develop a scoring system so you know which products fit the criteria that matter most to you. 13/

Our goal is to make it as simple as possible to find the clothes you want in a sustainable version - from shirts to denim to suits to shoes.

The most sustainable way to live is to buy nothing new. The nest best thing is to be intentional about what you buy. We want to help. 14/

If this resonates with you, we’d love your support. Go to http://FarmtoCloset.com  to download our fall/winter sustainable fashion guide. Just in time for last minute Christmas shopping.

We’ll send you only the best sustainable fashion content by email after you sign up. /fin