Fast fashion is the clothing equivalent of fast food
– First things first. It all starts with cotton growth. Cotton has the nickname ‘a dirty crop’. Just 2.4% of the world cultivated land is planted with cotton, yet it accounts for 24% of the world’s insecticide market and 11% of sale of global pesticides. Therefore it is the most pesticide-intensive crop grown on the planet.
While Organic cotton uses no Genetically Modified (GM) seeds, there are two types that do. Conventional Cotton and cotton used by companies certified by Better Cotton Initiative do use GM seeds. Around 70 to 80% of organic cotton production is rain-fed rather than irrigated. As a result there’s a lower water footprint in comparison to conventional Cotton.
BCI pursues the goal of reducing the damaging effects of global cotton production on people and the environment. Although tangible results have been achieved, no exact data have been published yet. Recycled cotton typically saves 40% of water, also uses no pesticides or insecticides and eliminates landfill by disposed garments.
It’s our goal to use the type of cotton that has the least impact on the environment and allows farmers to have a living wage. Ultimately we strive to use recycled cotton only for obvious reasons – to reach this we are working with several partners on techniques that enable us to increase the use of recycled cotton in our jeans and knits.
“Fashion is the largest industry for water consumption, sustainability is crucial.”