Our Better Cotton membership

How we’re working to improve our cotton sourcing 

As a clothing retailer, cotton is one of our most vital fabrics. We’ve already joined the Cotton 2040 initiative (more about that here), and in doing so, we realised what an impact sustainable cotton sourcing can do. As a part of our journey, we’ve already moved a large number of our conventional cotton styles to be made from organic cotton. However, in order to further improve our cotton sourcing, we are now a proud member of Better Cotton!

Better Cotton is sourced through a system of mass balance and is not physically traceable to end products. However, Better Cotton Farmers benefit from the demand for Better Cotton in equivalent volumes to those we ‘source.’ See bettercotton.org/massbalance for details.

By the end of 2023 we aim to have 100% of our cotton be more sustainably sourced. To us, this means using either organic or recycled cotton, or cotton sourced through a more sustainable initiative such as Better Cotton. As such, our Better Cotton membership is an excellent step to making this target a reality as we move toward a more sustainable future for hush.