In 1999, after more than 125 years of selling wool as a commodity, the ranch began a successful transition to selling ecologically produced wool yarns, textiles, clothing, and home goods to eco-chic fashion and retail markets. Similar to the farm-to-fork “slow food” movement that reconnects us to our food, the Carvers evolved as leaders in what Jeanne Carver called a ranch-to-runway “slow wear” movement, reconnecting us to the source of fibers we wear and use. Through their efforts in value-added fiber marketing and a commitment to American manufacturing, Imperial Stock Ranch found itself at the forefront of an economic and rural revival in America, and quickly becoming known as a “Farmer’s Market of Textiles.”

What underlies this textile program, is the stewardship of relationships between sunlight, soil, grasses, and grazing animals, resulting in a harvest of beautiful high-quality wool. The Imperial Stock Ranch is known for its strong resource conservation and humane livestock ethic (lst ranch certified under the Responsible Wool Standard). Then the harvest is transformed entirely within the USA, into wool yarns and fabrics, connecting the origin and path from soil to finished goods, directly to the customer.