If organic cotton is only 3%...what about the rest?

Organic Cotton is often seen as the gold standard in sustainable apparel, but here’s the reality: it makes up just 3% of global cotton production*. Converting a conventional farm to organic takes up to three years, often with reduced yields and higher risks for farmers. Even then, not all the in-conversion cotton finds a guaranteed buyer willing to pay a premium. 

That leaves a big question: what about the other 95% + of the cotton grown worldwide? If we want to create meaningful change, we can’t wait for the organic supply to scale up. 

*Textile Exchange Materials Market Report 2024  

That’s where Better Cotton comes in. It’s the world’s largest cotton sustainability programme, helping 2.2 million licensed farmers in 22 countries grow cotton in ways that:

/ use water more efficiently
/ improve soil health and biodiversity
/ reduce harmful chemical inputs
/ promote fair labour conditions and labour equality.

By originally operating on a mass balance model**, Better Cotton was able to build-up scale and investment in field level improvements rapidly, even if the cotton itself wasn’t physically traceable.

Now, with Better Cotton representing 22%+ of global cotton production (2023), the programme is building on that scale to strengthen its impact – moving towards physical traceability, third-party certification, and regenerative agriculture practices to ensure even greater transparency and credibility.

**A system that allowed it to be mixed with conventional cotton in the supply chain but still ensured that every purchase contributed to funding training and field-level improvements on the farms.

We've taken a major step forward: We are among the first in our industry to start sourcing Physical  Better Cotton, and we've done it from the outset. The first styles made with this next-level cotton will be in stock from this Autumn, marking the start of a new standard in traceability and transparency.

Looking back, our commitment to Better Cotton began in 2021 with the launch of our B&C Royal Sweatshirts line. Then, in July 2023, we made it complete: 100% of the conventional cotton in our tees, polos and sweatshirts was replaced with Better Cotton.

Every kilo we source includes a licence fee that helps fund Better Cotton’s work on the ground – and we don’t pass on that cost to our customers. That means:

/ More sustainable garments at an accessible price
/ More impact, driven by large volumes
/ A clear signal that more sustainable practices can be mainstream

We’re fully committed to Better Cotton’s next chapter, with traceability now at the heart of our sourcing strategy.  Starting to source Physical Better Cotton marks a significant milestone, enabling us to make verified product claims, thanks to full traceability through our partner Fairly Made, and to meet growing demands for transparency from both customers and upcoming EU regulations.

Looking ahead, our goal is for all garments made with cotton sourced through Better Cotton to transition to Physical Better Cotton – combining scale, credibility and accountability.