BCI Pioneer Members continue to generate exciting publicity around their commitments to more sustainable cotton. Their messages highlight the importance of improving cotton production worldwide while naming BCI as a key component of their sustainability portfolios. BCI’s Pioneer Members include some of the world’s biggest brands and retailers, and their campaigns help to raise the profile of BCI both among consumers and throughout the supply chain. Recent initiatives by Marks & Spencer and Levi Strauss & Co. featuring Better Cotton have prompted conversations about the role of sustainability in fashion.
Marks & Spencer has teamed with eco-activist, Livia Firth, to produce 25 pieces of sustainable clothing featuring responsibly sourced wool, leather and suede from eco-tanneries. The “Livia Firth Edit” complements Marks & Spencer’s Plan A, a programme aimed at responsible sourcing, reducing waste and helping communities, and it’s support of the Better Cotton Initiative.
Levi Strauss & Co. announced the launch of its Wellthread Collection, which features 100% recyclable clothing made with less water and with special care for factory workers. From farm to factory, Levi Strauss & Co. strives to produce clothing that’s better for people and the planet. Sourcing responsible raw materials, like Better Cotton, is one way Levi Strauss & Co. promotes more sustainable practices.
In addition to the ranges released by M&S and Levi Strauss & Co., other BCI Pioneer Members have showcased their support of BCI across media channels in 2015. BCI featured in a blog post by adidas and a spread in IKEA’s 2015 catalogue. Together with Cotton Australia, Nike funded a video highlighting the business case for Better Cotton, and H&M produced a video featuring Better Cotton as one of its “Conscious materials.”
BCI is proud to provide strategic marketing support to its members, allowing them to bring positive messages about cotton and sustainability to their customers.