Jo Salter - Regenerative Fashion Pioneer
I’ve spent my career making the invisible visible — the farmers, spinners and artisans behind the cloth we wear, the supply chains brands prefer to keep hidden, the waste materials that contain more value than the market recognises.
Transparency isn’t a feature of my work. It’s the reason for it.
WHO I AM
I’m Jo Salter — social entrepreneur, researcher, writer and speaker. My work spans regenerative textiles, supply chain transparency and social justice After 15 years at BT, where I gained deep experience in systems, management and operations while volunteering in international development, I moved into social entrepreneurship full time. I haven’t looked back.
My work is rooted in a core belief: that the people who grow, spin, weave and make deserve to be seen, paid fairly and valued — and that consumers deserve to know the true story behind what they buy. But visibility alone isn’t enough. Alongside running a brand, advocacy and storytelling, I lead and contribute to research projects that drive real innovation in circular and regenerative textiles. I run events and knowledge-sharing programmes that connect practitioners, makers and industry. And I share — supporting designers and brands to think differently about materials, supply chains and their own responsibility as makers.
The thread running through all of it is the same: transparency, fairness and the belief that things can be done differently.
VENTURES
Where Does It Come From? — In 2013 I founded Where Does It Come From?, pioneering garment transparency by enabling customers to trace each product back to its origins. Now an award-winning social enterprise, it also produces ethical, traceable clothing and accessories, both retail and for organisations, as well as offering consultancy to support other brands with their transparency.
Khadi London CIC — As co-director of Khadi London, I lead a regenerative textiles knowledge hub facilitating learning, undertaking research and providing consultancy on natural fibres and heritage fabric processing with a strong lean towards decentralisation and craft.
Sanja Stories — A collaborative initiative combining craft, design and research to create textiles with deep cultural, social and environmental impact — and to tell the stories of the people who make them.
CURRENT PROJECTS
Circular Handspun (British Council) — Creating new yarns and fabrics from recycled textile waste using traditional hand-powered artisan skills. A decentralised, community-rooted solution to one of fashion’s most urgent problems.
Desi Oon — Indian Indigenous Wool (British Council) — Mapping and tracing wool supply chains to bring visibility and value to India’s indigenous wool heritage and the farming communities behind it.
SPEAKING, WRITING & RESEARCH
I speak and write regularly on regenerative textiles, supply chain transparency, circular design and ethical business — appearing on TV, radio, podcasts and conference stages internationally, including workshops for the British Council in Zimbabwe. My articles have been published widely.
If you’re looking for a speaker, writer or research partner with genuine field experience and a clear point of view, I’d love to hear from you.
RECOGNITION
DEFRA Year of Global Change Ambassador (2019) · Pioneers Post/NatWest WISE 100 (2020) · Top 50 Sustainable Fashion Influencer (2022) · Finalist, Great British Entrepreneur Awards — Purpose category (2023) · Fellow of the School for Social Entrepreneurs and Cambridge Social Ventures
Commission me — for speaking, research or consultancy – message via Linkedin.
Watch me – on my Youtube channel for examples of interviews, presentations and panel sessions
Listen to the Where Does It Come From? podcast — Listen here or via your favourite podcast platform.
Read my writing — Some (but not all) blogs and articles over the years
Connect on LinkedIn — Follow, connect or send me a message!
Follow on Instagram — @ethicalbusinessbuddy
