Better Cotton Initiative

What is Better Cotton?

We are members of the non-profit organisation Better Cotton. Better Cotton supports licensed cotton farmers all over the world by providing essential training on water efficiency, caring for soil health and natural habitats, reducing the use of harmful chemicals, and ensuring fair working conditions.

Better Cotton is sourced via a chain of custody model called mass balance. This means that Better Cotton can be mixed with other types of cotton on its journey to a final product and is not physically traceable. However, Better Cotton farmers benefit from the demand for Better Cotton in equivalent volumes to those we ‘source’. Click Here to learn more information about mass balance.

Our cotton sourcing commitments

Since becoming members in January 2022 we have increased our sourced cotton from 0% to over 44% via our membership.