FASHION FOR GOOD CONSORTIUM PILOTS RESOURCE EFFICIENT COTTON FARMING
Business Of Fashion|February 2021
Cotton makes up nearly 30% of global textile production, yet accounts for 24% of global insecticide use and being a water-intensive crop, can require up to 10,000 liters of water per kilogram in its cultivation. Innovation in cotton farming practices is greatly needed to reduce pesticide, land and water use.

Fashion for Good launches a new, two-year pilot project in collaboration with leading brands Kering and PVH Corp., and leading global textile manufacturer Arvind Limited to pilot a radically resource-efficient cotton farming technology provided by Fashion for Good innovator, Materra (formerly hydro cotton). Materra’s innovative combination of precision agriculture, environmental control, and real-time data tracking facilitates resilience for cotton farming in developing regions where climate and resources prove challenging for cotton cultivation.

“38% of the fashion industry’s carbon footprint lies with raw materials production, preparation, and processing, innovations in this area such as radically resource-efficient cotton farming, a staple fiber for the industry, is hugely important. This consortium pilot project brings together unique expertise from across the supply chain to pilot and ultimately scale this solution in key regions.” states Katrin Ley, Managing Director, Fashion for Good

In addition to their operational support, Kering, PVH Corp. and Arvind Limited provide the financial backing to enable the two-year project. The project leverages Arvind’s local knowledge and network with a 1.5-hectare farm being set up in the Gujarat region in India. Fashion for Good initiated and will manage the project in addition to financing the project through an equity investment in Materra.

“Materra’s innovation brings in producing extra long staple cotton in India, as well as the live production data that will be gathered throughout the pilot. This aligns with Kering’s goals in both raw materials, which makes up 65% of the Kering Group’s overarching environmental footprint, and traceability, helping us move towards achieving our goal of reducing our overall footprint by 40% by 2025,” says Christine Goulay, Head of Sustainable Innovation, Kering

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