Cotton is our most important natural fibre – we use it in three quarters of all products we sell, and it accounts for half of the volume of everything we buy.
It is an incredibly valuable resource that improves the lives of millions – from the farmers who grow it, and the spinners who turn it into thread – to our customers who love wearing it. At the same time, cotton is an extremely polluting raw material – and uses a lot of water to grow and to process.
Supply chains are often long and complex, the person that grows the cotton is unknown – making it really difficult for us to understand conditions under which the cotton has been grown in, including the livelihoods and impacts on farmers and their families.
We strongly believe that organic cotton achieves the best outcome in the long term for the livelihoods of cotton farmers, their environment and the overall impact on global issues including water usage and climate change. It also gives us the great opportunity to get visibility of our supply chains through to farms.
Converting all of our apparel to 100% organic cotton by 2040 is a stretching and ambitious goal. We plan to achieve this goal by working with local experts, other brands and stakeholders to secure its sustainability so cotton remains an important part of what we do in years to come.