We’ve joined the Cotton 2040 initiative

Working together to shape a more sustainable cotton industry 

Cotton is an important fibre for us. Almost half of our styles contain it in some form – whether as one of our 100% organic cotton t-shirts or as a jumper that’s woven in a yarn that contains a small amount of cotton.

This makes it a top priority for us as we look to improve our sustainability as a business further – and that’s why we’ve committed ourselves to use only 100% sustainably sourced cotton in all of our products by the end of 2023.

But cotton is also a complicated fibre. On one hand, it’s beautifully soft and comfortable. On the other, cultivating cotton can be fraught with issues. It’s a thirsty crop that requires lots of water and, more often than not, large amounts of pesticides and fertilisers to grow. There’s also the potential for labour issues in the supply chain (as has been well documented in the news recently). 

We can do a lot – and are doing – as a business, but to make significant and lasting change, we really need to work together as an industry, which is why we have joined the Cotton 2040 initiative.

Cotton 2040 is a platform that brings together representatives of every stage of the cotton supply chain – including, of course, brands and retailers like us – to accelerate and ensure existing sustainable cotton initiatives have the greatest possible impact.

The goal? To shape a world in which sustainably produced cotton is the norm.

In the past year, we’ve switched a lot of our conventional cotton products to organic cotton and that figure is increasing season by season.

However, our participation in the Cotton 2040 initiative will not only help us improve our cotton sourcing even more by participating in other existing sustainable cotton initiatives, but we believe it will help the industry as a whole make much-needed changes. 

Cotton 2040 is facilitated by Forum for the Future with support from Laudes Foundation, and co-delivery partners Acclimatise, Anthesis and the World Resources Institute (WRI). It aims to shape an industry whose business models support sustainable production and livelihoods across all stages of the supply chain.