Cotton accounts for roughly 65% of the fibres present in wardrobes worldwide. It is therefore a key discussion topic in the textile industry’s transition towards a sustainable future. 

In episode 96 WTiN’s Textile Innovation Podcast, we speak with Alia Malik, chief development officer at Better Cotton, about the company’s drive towards a traceable supply chain. Better Cotton is a world-leading sustainability initiative for the natural fibre. Its mission is to help cotton communities survive and thrive, while protecting and restoring the environment.

Better Cotton already accounts for 22% of global cotton production. Malik speaks to WTiN about the company’s 2030 strategy, within which it launched Better Cotton Traceability at the end of 2023, to make it possible to trace Better Cotton back to its country of origin. She explains how the market is demanding more information and how this aligns with the company’s efforts to help farmers access these markets and generate sustainable livelihoods. 

If you’d like to learn more, please visit bettercotton.org.

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