New York Times: Why Is Fashion Talking About Regenerative Farming? Brands like North Face, Allbirds and Patagonia, as well as the Kering luxury group, are all about agriculture these days. Here’s the dirt.
Fashion, like politics, loves a buzzword — especially when it comes to the environment. Sustainability! Circularity! They just tripped off the tongue. And now there’s a new favorite in town: regenerative.
In January, the luxury group Kering, owner of Gucci and Saint Laurent (among other brands), was a co-founder of the Regenerative Fund for Nature, aimed at converting one million hectares (2.47 million acres) of land producing raw materials for fashion from regular farmland to regenerative agriculture in five years.
In February, the New Zealand Merino Company announced that it has joined with Allbirds, Icebreaker and Smartwool to create the first platform dedicated to regenerative wool.