This year Monki (a brand of BCI Member Hennes & Mauritz Group) achieved its goal to sustainably source 100% of its cotton. The retailer’s longer-term goalis to source only recycled or other more sustainable materials by 2030.We caught up with Irene Haglund, Sustainability Manager, to talk about their achievement and what is next for the brand.

Monki has achieved its goal to sustainably source 100% of its cotton. Tell us about your journey and your sustainable cotton portfolio.

From using organic cotton, to partnering with organisations like the Better Cotton Initiative (BCI), to adhering to our ’no-go’ material list, we are making conscious decisions to help minimise any environmental impact our materials have on the world. With milestones such as our 100% organic denim range launched in summer 2016 to our current goal of100%sustainably sourced cotton, we continuously strive to make the world a kinder place and believe that sustainability is a large part of this.

How have you worked withBCIto communicate Monki’s commitments to Better Cotton in a way that maintains Monki’s tone of voice and resonates with your customers?

BCI has been an essential partner in helping us to communicate our achievement of 100% sustainably sourced cotton. The fun, friendly, brave and empowering ways of our communication together withBCI’s specialist role in sustainability and their deep knowledge of the subject have together resulted in accessible and informative communication that speaks to our customer and community.

What response have your sustainable cotton communications received?

We saw positive engagement and support from our own community in the Monki social media channels as well as keen interest in the topic from international media outlets.It is a great feeling being able to present concrete steps and achievements towards a kinder future for all and the response we receive shows us that we are on the right path.We know thatour customers want something more than just products, and we work actively to have an honest dialogue, to listen and to improve. We love feedback, positive or negative, because this means that our community is committed, engaged and wants to be a part of Monki.

Now that you’ve achieved your 100% goal with regards to sustainable cotton sourcing, what is next for Monki?

Our aim is to source recycled or other more sustainable materials only, by 2030. In the long run it’s a step towards contributing to a more sustainable way of doing fashion. Through various initiatives, such as only using 100% organic cotton on all denim collections, sustainably sourced cotton in all products, and offering garment and textile recycling in all stores and offices, Monki is working towardsbecoming climate positive throughout our entire value chain by 2040.We are continuously re-analysing and adjusting ways to make a difference and to achieve a circular production model. Design,materials, production, garment care and the lifecycle of garments are just a part of this. Other projects include LED lighting in all new stores, reducing non-commercial goods, and paper bags replacing plastic bags.

Visit Monki Cares to find out more about Monki’s sustainability initiatives.