LA-based brand Janessa Leoné is developing a regenerative wool supply by collaborating with ranchers in the Pacific Northwest, including Shaniko Wool Company (pictured here).
Shaniko Wool Company /Janessa Leoné
Janessa Leone launched her business with just $10,000. Since then, the brand has grown to generate more than eight figures in revenue, with ongoing self-funding and a strong focus on its mission.
She was inspired to start the business after discovering the beauty of handcrafted hats in Paris and wanting to bring that quality craftsmanship to a neglected category. Over the years, the brand has shifted its focus to regeneration, determined to make a positive impact despite the challenges.
Founder Janessa Leone
Janessa Leoné
Leone, who grew up in southern California, turned to nature and food to combat chronic health issues, leading her to discover regenerative agriculture and its potential to restore health and vitality to the land.
Under the guidance of Rachel Cantu, former VP of Supply Chain at Patagonia, Leone has developed a fully traceable supply chain for all materials used in her products, with a particular focus on regenerative wool sourced entirely in the US.
The brand has partnered with Shaniko Wool Company and ranchers in Oregon, promoting regenerative practices and aiming to source over 80% of materials from regenerative farms in the near future.
Leone is committed to transparency and data tracking to combat greenwashing and ensure the integrity of her supply chain, collaborating with industry organizations to develop and promote regenerative standards.
The Esme Sweater featuring regenerative wool.
Janessa Leoné
The brand is also advocating for collaboration among like-minded companies to further support regenerative agriculture and expand its impact.
