Liz Hershfield, a veteran in fashion and sustainability, has been appointed Executive Director of Cotton Council International (CCI), the export promotion arm of the National Cotton Council of America (NCC). She succeeds Bruce Atherley, who retired in March.

Bringing decades of expertise in global sourcing, product development, and end-to-end supply chain strategy, Hershfield is expected to bolster CCI’s mission through its flagship Cotton USA brand. “Strong leadership and innovative strategies are essential to maintaining US cotton's competitive edge,” said NCC President & CEO Gary Adams. “Liz is well poised to elevate Cotton USA programs and expand opportunities for US cotton growers.”

Hershfield emphasized the importance of US cotton’s story, which she says is deeply rooted in quality, innovation, and a commitment to sustainability. “There’s never been a more important time to champion US cotton,” she noted, pledging to strengthen its global presence.

Her extensive career includes leadership roles at J Crew, Madewell, and Gap Inc, as well as founding Green-ish, a consultancy that helps brands navigate environmental, social, and governance (ESG) challenges. Recognized for her leadership in sustainable fashion, Hershfield received the Textile Exchange Ryan Young Climate+ Award for her work on a regenerative cotton initiative and was named to both The Lead's "The Direct 60" and the Rivet 50 Index.

In her new role, Hershfield aims to drive global demand and preference for US cotton by highlighting “The Cotton USA Difference” a blend of premium quality and trusted partnerships across the global textile supply chain.