New Frontier, founded by brothers Jared and Joshua Ravenscroft, is on a mission to build a new, sustainable legacy for rural Appalachia. As a growing leader in the sustainable fashion industry, New Frontier debuted a new line of denim in 2023 made with up to 40% post-consumer recycled cotton and organic cotton, made using 94% less water and 75% less CO2 than the industry average.

Despite the fashion industry’s global impact on carbon emissions, New Frontier stands out with their environmentally friendly approach, using recycled materials and rainwater in their production processes. They recently landed a large contract providing apparel to outdoor recreation giant, REI. More recently, their “Appalachia Strong” shirts, created to support the victims of Hurricane Helene, were highlighted in the pre-game show of Super Bowl 59.

Want to hear more about how Joshua and Jared broke into the sustainable apparel world? In July 2024, Main Street America highlighted New Frontier’s story on our Main Street Business Insights podcast.

Catch the episode here, where you can hear the brothers discuss the wastefulness of the fashion industry and New Frontier’s commitment to sustainability, reflect on their role in Eastern Kentucky’s economy and culture, highlighting the intersection of local identity and global markets, and share their insights into the journey of scaling a sustainable fashion business from a small town.

Want to learn more about New Frontier's story? Catch the co-founders on Main Street America's Main Street Business Insights podcast here, where they discuss the wastefulness of the fashion industry and New Frontier’s commitment to sustainability, reflect on their role in Eastern Kentucky’s economy and culture, highlighting the intersection of local identity and global markets, and share their insights into the journey of scaling a sustainable fashion business from a small town.