California's SB 707 (Textile EPR) Is Now in Effect
You are probably familiar with Extended Producer Responsibility (EPR) for packaging, which is already in effect in states like California, Colorado, Maine, and Oregon, but that is specific to packaging. Now, there is a new law in California regarding EPR for textiles. California's Responsible Textile Recovery Act of 2024 (SB 707) has moved from policy to enforcement, and if your brand sells apparel or textile products into the California market, you need to act now. The deadline is July 1, 2026. That is not a soft date. What Is SB 707? SB 707 is the first textile Extended Producer Responsibility law in the United States. At its core, EPR shifts the financial and operational responsibility for end-of-life product management from governments and taxpayers onto the producers who put those products into the market. Under SB 707, California has established a formal framework for the collection, repair, reuse, and recycling of apparel and textile products. The law applies broadly — not just to fast fashion giants, but to any brand, importer, or retailer selling covered textile products to California consumers. On March 2, 2026, CalRecycle selected Landbell USA — a mission-driven 501(c)(3) nonprofit — as the single designated Producer Responsibility Organization (PRO) for SB 707. The PRO is the entity that collects producer fees, manages compliance reporting, and builds out the statewide infrastructure for textile recovery. Worth noting: the American Apparel & Footwear Association (AAFA) filed a legal petition on March 27, 2026, challenging CalRecycle's selection of Landbell USA. Despite the pending litigation, CalRecycle has made clear that producers are still required to register by July 1, 2026. Failure to do so can result in fines of up to $10,000 per day, or up to $50,000 per day for intentional or knowing violations. Litigation does not pause your compliance obligation, according to Landell USA. Does This Apply to Fly Fishing Brands? Yes. If your brand makes or sells waders, wading jackets, base layers, buffs, vests, technical shirts, fleece pullovers, rain gear, or any apparel or textile product — and it ends up in California consumers' hands — you are likely an obligated producer under SB 707. Who Exactly Is Obligated? The obligation follows a liability hierarchy: the Brand Owner (if they have a U.S. presence) is responsible first, followed by the Importer, and then the Retailer. This means that if you manufacture and sell your own-branded waders or wading shirts, you are the obligated producer — not the retailer carrying your product — according to Landbell USA. There is a small business exemption: if your global annual aggregate revenue is under $1 million, or if you exclusively sell secondhand or vintage goods, you are currently exempt. For most established fly fishing brands, that threshold will not apply. One common question we hear: "We sell through Amazon — does the marketplace register on our behalf?" The Landbell USA FAQ session addresses this directly. In most cases, no — the brand owner remains the obligated producer, not the platform. What Does Registration Actually Cost Right Now? For the 2026–2027 compliance cycle, registration requires a flat annual fee of $1,000. These funds support the development of the producer portal and a Statewide Needs Assessment of California's textile recovery infrastructure. landbellusa This is the low-water mark. The program is designed to scale. Beginning around 2030, fees will shift to an eco-modulated model — meaning products designed for durability and recyclability will receive lower fee rates, while products that are difficult to recover will pay higher fees. landbellusa For brands already investing in durable construction, repair programs, or material sustainability, this future fee structure is a direct financial incentive to accelerate those efforts. What AFFTA Members Should Do Right Now 1. Determine your status. Are you a brand owner with U.S. presence selling into California? If yes, you are almost certainly an obligated producer. Review the liability hierarchy carefully, particularly if you use contract manufacturing or sell through third-party retailers. 2. Register before July 1. Registration is live now and takes only 5 to 10 minutes at register.landbellusa.com. The $1,000 fee is a line-item compliance cost. The fines for non-registration are not. 3. Watch the FAQ session. Landbell USA and H2 Compliance hosted an in-depth Q&A covering the definition of "covered products," marketplace rules, exemptions, and the road to 2030. It's worth an hour of your time: watch it here. 4. Start thinking about your product design roadmap. The eco-modulated fee structure coming in 2030 rewards durability, repairability, and recyclability. Brands that begin aligning product development with those criteria now will have a competitive and financial advantage when the full fee schedule goes live. 5. Talk to a consultant who knows this space. SB 707 is the first of what will almost certainly become a wave of state-level textile EPR laws. Getting your compliance infrastructure in place now — producer classification, supply chain data, material composition documentation — positions you ahead of every subsequent regulation. If your brand needs help navigating SB 707 compliance, producer classification, or building a longer-term textile sustainability strategy, reach out to Emerger Strategies. This is exactly what we do. Rick Crawford is the founder of Emerger Strategies, a sustainability consulting firm serving fishing and outdoor brands. He is a member of the American Fly Fishing Trade Association and host of The Sustainable Angler podcast. Resources:California's SB 707 (Textile EPR) Is Now in Effect
And It Applies to Your Fly Fishing Apparel Brand