How an Oregon ranch wife became a global force in sustainable fashion

SOP is a comprehensive series of lectures intended to deepen our understanding of the Columbia River Gorge and strengthen our connection to the landscape. Featured voices often include scientists, tribal members, authors, farmers and other diverse individuals across the Pacific Northwest. “It’s a chance to learn about people who have dedicated years, decades or lifetimes to acquire vast knowledge about something,” said Sarah Fox, SOP host and curator. “Something magical happens when you take the time to listen and learn about a place: you get a sense of belonging.”

Carver’s story is an unexpected journey, steering her across the globe, from the Olympics to the company of King Charles III. But as great and winding as it has become, the road always leads back home — to a historic high-desert ranch in Oregon where sheep still graze and each acre of land means everything. 

Established in 1871, the Imperial Stock Ranch (ISR) in South Wasco County is the driving force behind Carver’s mission. “As humans and society have evolved, we have become further removed from the relevance of place,” Carver said. “My story is the story of the land itself.”

By 1900, the ranch grew into Oregon’s largest individually owned land and livestock holding. For over a century, its primary focus was on sheep production. At the time, wool was still a major commodity; Oregon was the country’s second-largest producer.

In the late 1980s, Carver and her husband acquired the ranch, quickly adopting a conservation management plan to farm more sustainably. They converted it into a dryland farm to conserve water, implemented no-till direct seeding to reduce erosion and improve moisture retention, introduced rotational grazing and applied a systems approach to managing soil. Over time, they saw amazing increases in soil health and available water. “The healthier the land, the healthier your harvest,” Carver said. “Which improves the economics of your operation and ensures your future.”

In 1999, everything changed. The American wool industry collapsed, with production taking root overseas. The domestic wool processing company they had relied on for generations would no longer buy. The Carvers had to find a new way to sell their wool, prompting a hard shift into retail. “It propelled me into a future I could not have imagined,” Carver said. “That change would become the vehicle connecting me to the timeless traditions and skills of making clothes.”

From then on, Carver invested in the ranch-to-retail mission, developing branded products and apparel, building supply chain relationships and eventually working with some of the most influential companies worldwide. “All of these people became a part of our lives, from local artisans and manufacturers to models and print companies,” Carver said. “They made our life richer and became a part of our family.” 

In no small part due to its commitment to sustainable land use practices, the ranch’s visibility and output exploded, with its yarn available at over 500 stores across the country. Visitors, including crafting enthusiasts, flocked to Oregon to check out the operation, built on the authenticity and traceability of its products. 

When Ralph Lauren came knocking, Carver poured her heart into a 45-minute phone call, igniting a relationship that would elevate ISR wool to official Team USA garb at the 2014 Winter Olympics Opening Ceremony. “For so long, I had hoped somebody would come down the dirt road and see who we are, what we do and why it matters,” Carver said. “When Ralph Lauren told the world, it changed our lives forever.”

Carver received an orchid award from the Portland Business Journal for Women of Influence and was named one of nine female farmers changing the fashion industry by the Pratt Institute of Fashion in New York. “This was beyond anything we had dreamed,” Carver said. “I only wanted sheep to remain on the land.”

In 2018, ISR rebranded into Shaniko Wool Company, becoming the only private farm group in the world that abides by the Responsible Wool Standard (RWS) — a global certification that ensures wool comes from sheep that are well-cared for, have access to pasture, and are protected from harm, while also requiring responsible land management practices and protection of workers’ rights.

Shaniko has expanded to 10 ranches across the American West, scaling more wool to put through U.S. partners and proliferating domestic production. All ranches under the Shaniko umbrella are multi-generational family operations that’ve owned their land for 100 years or more.

To formally measure the environmental impact of its ranching operations, Carver launched the Shaniko Carbon Initiative, aiming to become entirely net positive. With the help of Oregon State University scientists, Shaniko concluded that it’s removing a net 218,000 tons of carbon dioxide from the atmosphere every year. “We’re not destroying the Earth in managing grazing animals,” Carver said. “We’re feeding and clothing people, but our greatest deliverable is cleaning the atmosphere.” 

Locked into a sustainable and financially lucrative ranching routine, Shaniko remains one of the world’s premier wool producers. Although not explicitly stated, Carver hinted at the continued utilization of Shaniko wool in the 2026 Summer Olympics.

Sense of Place Season 16 will return on Nov. 12 with Mostly Mushrooms: What I Discovered When I Fell in Love with Fungi. For more information and tickets, visit mtadamsinstitute.org. A recording of past lectures is available on the website including Carvers.