The regenagri podcast talks with industry experts to explore the future of farming and the hot topics surrounding the global movement of regenerative agriculture. In episode 19, Rose Riley from Control Union UK, welcomes Liz Hershfield, head of sustainability at J Crew and Madewell, and Brent Crossland, founder of 5Loc Cotton. The episode explores the development of regenerative cotton supply chains, connecting the crop in the field to the fashion on the hangers. Both J Crew and Madewell have set a goal to use 100% sustainably-sourced cotton by 2025, and Liz shares how regeneratively grown cotton is key to meeting this target. Brent helps brands trace the cotton used in their fabrics back to the seed and gathers the data to evidence sustainable practices at every step. They discuss the influence of consumers and the role of certification in development of a regenerative cotton supply chain.