Praise Fashion Brands that Use Sustainable Cotton


Target: Karl-Johan Persson, CEO of H&M

Goal: Applaud H&M and other fashion brands that use sustainable cotton in their products

Cotton is the natural fiber that is in highest global demand, and as population centers grow, that demand increases as well. Although cotton is inherently more sustainable than petroleum-based and synthetic fibers, it still has its environmental challenges. Cotton requires a significant amount of water to grow and many farmers still use pesticides and insecticides on cotton plants, thereby exposing consumers to hazardous toxins.

However, many fashion brands have committed to selling organic and sustainable sourced cotton for their clothing lines, which sends a clear message to cotton producers around the world. The youthful and affordable clothing brand H&M has been using sustainable cotton in its products for a while now. But more recently, the brand launched a “Conscious Collection” with eco-friendly clothing items. According to a report from The Guardian, organic and recycled fabrics make up approximately 11 percent of H&Ms total product material, which is an increase from 9.1 percent in 2012. By collaborating with the Sustainable Apparel Coalition, the brand aims to increase this percentage a little each year.

Other eco-friendly fashion brands that use sustainable cotton include Sprout Watches, Seasalt, Eco Outfitters, People Tree, The White T-Shirt Co., Lowie, and Piccalilly. It’s important for fashion brands to be leaders in their industry to motivate farmers and manufacturers to eliminate chemical pesticides from their agricultural practices and to use environmentally sustainable irrigation practices. To make eco-friendly choices easier and more convenient for consumers, fashion brands must put a priority on only buying sustainable products for their clothing lines. Sign the below petition to urge more fashion brands to join H&M in a commitment to sustainable cotton.


Dear Mr. Karl-Johan Persson,

Thank you for supporting H&M’s Conscious Collection and for being a leader in sustainable fashion. Although cotton is naturally biodegradable and renewing, traditionally-grown cotton still has its share of environmental concerns. By choosing organic and sustainable cotton, fashion brands send a message to cotton farmers and producers that the demand for toxic-free products is high and growing stronger every year.

I am urging you to work closely with the Sustainable Apparel Coalition to increase the number of products that you offer with sustainable cotton. Of all the types of fibers used in clothing today, cotton remains the highest in demand around the world. Please make sustainable cotton even more of a priority this year than ever before to prevent unnecessary agricultural strain on the environment.


[Your Name Here]

Photo credit: kalessard via Flickr

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