Face to the end of quota systems and new societal demands dairy farmers started to organize collectively at a territorial level to creating new brands. These emerging brands promotes their 'ecological territorial' image and seems to push farmers to adopt sustainable standards (SS). While there is abundant literature about SS in globalized agri-food chains, little attention has been paid to these emerging local farmers' initiatives. The objective of this study is, therefore, to analyse the main SS adopted, and how they implemented and ensure compliance. We first identified 5 brands owned by collectives of dairy cow breeders in Occitanie region (France). Second, we collected data through semi-directive interviews with brand managers/coordinators and 15 breeders between April and June 2020. Our work has produced several insights. We shed light that the brands adopt different SS with a variability of formalization and practices requirement. Some standards are predefined by third-party organizations (e.g. organic agriculture). Others are specific to each breeders' collective. Some brands also combine both types of standards. The choice and implementation of the SS itself is not the result of a strictly internal process. It is based on interactions with various actors of the agricultural world such as professional organizations. Concerning the control systems, we note that they can be internal (selfdeclarations in the case of smaller groups of farmers) or external (third party certification). Trust-based systems involve the issuing of oral and written warnings in the case of non-compliance. Repeated non-compliance can lead to suspension or exclusion. Finally, the ecological transition seems to be operating in dairy territories trough the adoption of sustainable standards pushed by farmer's new collective brands. In this respect, these brands follow the general tendency of the agri-food sector, a sector characterized by the emergence of alternative standards that bring to