For the past two years, much of my work has been shaped by a question that sounds simple, but is surprisingly difficult to answer:
How do we make sure that the work happening on regenerative farms remains visible, credible and valuable all the way through to the products we make and buy?
There is growing interest in regenerative agriculture across fashion, textiles and interiors. Brands are increasingly looking for natural fibres connected to better farming practices, while farmers are being asked to demonstrate more about how they manage their land, animals and natural resources.
But between the farm and the finished product sits a complex supply chain.
Fibre is aggregated, graded, scoured, processed, spun, manufactured and transformed. Evidence collected at farm level can become disconnected from the material. Provenance can become diluted. And by the time a product reaches the market, it can be difficult to establish exactly what can credibly be said about the fibre inside it.
That gap is where The Living Fibre Mark® begins.
From BeyondWool to The Living Fibre Mark®
Some of you will know this work through BeyondWool, an initiative I began developing through Wovenbeyond to explore how regenerative British wool could move from farm to market with its provenance and evidence intact.
As the work developed, it became clear that what was needed was bigger than a wool project.
It needed a framework.
One capable of connecting farm practices and evidence with fibre traceability, commercial supply chains and, ultimately, the claims made about finished products.
That work has now evolved into The Living Fibre Mark®.
The new name also reflects a broader ambition. While wool is where the system begins, the principles behind it are relevant to natural fibres more widely: connecting the health of landscapes, farming systems and fibre production with the materials and products that reach the market.
What sits behind the Mark
The Living Fibre Mark® is a farmer-led, outcome-based framework designed to create a practical pathway from regenerative farming to market.
At farm level, we look at regenerative practices and the evidence that supports them. Rather than asking farmers to participate in another certification scheme or pay additional certification fees, the framework can work with different forms of credible evidence, including existing third-party verification where available.
From there, the fibre needs to remain traceable as it moves through the supply chain, with provenance and volumes maintained through processing and manufacturing.
And finally, there is the question of communication.
Regeneration is increasingly visible in product marketing, but credible claims need to be grounded in what is actually happening on the farms where materials originate. The Living Fibre Mark® connects those claims back to farm-level evidence and governs how participating businesses communicate them.
In other words, we do the work behind the claim so brands and manufacturers can tell their customers real stories of regeneration, grounded in what is happening on the farm.
Regeneration needs a route to market
For me, this has always been about more than creating another mark.
If regenerative agriculture is going to create lasting change, there also needs to be a commercial reason for that change to continue.
Farmers can improve soil health, biodiversity, animal welfare and the resilience of their farming systems, but natural fibres still need viable markets. Brands and manufacturers, meanwhile, need materials they can source at commercial scale with provenance they can understand and claims they can substantiate.
Connecting those two sides is fundamental.
The Living Fibre Mark® has been designed to sit in that space: between farm evidence and commercial application, helping regenerative natural fibres move through real supply chains while keeping their origins visible.
And now, it is live
After a great deal of research, development, conversations with farmers and industry partners, standards writing, evidence gathering and supply-chain work behind the scenes, The Living Fibre Mark® now has its own home.
The new website is live at thelivingfibremark.com.
This is only the beginning.
The first commercial application of The Living Fibre Mark® will be announced very soon, bringing regenerative British wool from participating farms into a product range available to consumers.
For now, I’m very happy to finally share the framework that sits behind it.
If you are a farmer, manufacturer or brand interested in bringing regenerative natural fibres to market, I would love to hear from you.
Gloria Mazzer
Founder, Wovenbeyond
Founder, The Living Fibre Mark®