Chinese sportswear maker 361 Degrees International has entered into a co-branding and supply partnership with the China Cotton Industry Alliance that will cement the company's use and promotion of Xinjiang cotton. As per Nikkei Asia reports, the new partnership will give the company dedicated access to the best cotton fields as well as high-quality raw cotton, yarn and fabric.

The Fujian Province-based 361 Degrees distributes sportswear through 6,000 plus retail stores in China and some 20 international markets including the US, Brazil and Europe. The company's highest-profile endorser in the US is Aaron Gordon of the National Basketball Association's Denver Nuggets. Formed in 2016, the China Cotton Industry Alliance is committed to building a high-quality cotton industry supply chain by sourcing from Xinjiang and other areas and last month vowed to protect the region's cotton sector amid Western pressure.

Xinjiang's cotton accounted for 5.16 million tons, or 87 per cent, of China's total production last year. China produced 5.9 million tons of cotton while importing another 2 million tons, making it both the largest producer and consumer of cotton.