We joined the BCI (Better Cotton Initiative), the largest cotton sustainability programme in the world:   together with farmers, we tackle the negative impacts of traditional cotton production, supporting production and procurement that reflect Better Cotton principles and criteria. Production embraces all three pillars of sustainability: environmental, social and economic.

We are proud members of Better Cotton and we are committed to sourcing 50% of our cotton as more sustainable cotton by 2030; more sustainable cotton includes Better Cotton.

Better Cotton and its members support farmers who implement more sustainable production practices. Efficient and sustainable use of water and care for the health of the soil. Conservation of natural habitats and protection of natural fibre quality. Promotion of decent working conditions.

Better Cotton is sourced via a system of mass balance and is not physically traceable to end products.