Cotton
Cotton is the material we use most in our products. Cotton sourcing can have a significant impact on people and the environment depending on the farming methods used.
Cotton production can be resource‑intensive and may affect water availability, ecosystems and local communities, particularly in regions where water is scarce. To address these impacts, our cotton sourcing includes recycled cotton, organic cotton, cotton in conversion and regenerative cotton
Recycled cotton
Recycled cotton is made from production leftovers or used textiles that are processed into new material. This helps reduce the need for new raw cotton. Recycled cotton fibres can be shorter than those of newly produced cotton, which can affect durability. To ensure long-lasting garments, we often blend recycled cotton with other cotton fibres. The share of recycled cotton varies between products.
Our goal is that 100 per cent of all products will include at least 15 per cent recycled content by the end of 2030.
Organic cotton
Organic cotton is grown without synthetic pesticides, fertilisers or genetically modified seeds, in line with certified organic farming standards. Only a small share of global cotton production is organic and it takes time for a cotton farmer to convert their fields from conventional to organic cotton. To help increase access to organic cotton, we support farmers who are in transition to organic cotton by also using ‘cotton in conversion’.
Our goal is that by the end of 2030, 100 per cent of our virgin cotton will come from farmers with whom we are collaborating directly in order to secure the transition to organic and regenerative agriculture.
Cotton in conversion
Converting from conventional to organic cotton farming typically involves a transition period of around three years. During this time, farmers follow organic farming practices, but the cotton cannot yet be sold as organic. This transition can present economic challenges for farmers, as the cotton is not sold at the same price as certified organic cotton during this period. Cotton in conversion comes from farms undergoing this transition. By sourcing cotton in conversion, we aim to support farmers moving towards organic farming.