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. The field of a farm that practices regenerative cotton farming, supported by Patagonia.Credit...Hashim Badani/Patagonia By Dana Thomas April 20, 2021, 5:00 a.m. ET 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.