A few Bestseller brands have adopted the Cotton made in Africa’s (CmiA) organic cotton, demonstrating the company’s ongoing work to increase its uptake of more ‘sustainable’ materials.

Earlier this month, Bestseller vowed to support farmers going organic with a new commitment of enrolling ‘in-conversion’ cotton into its portfolio.

This project, in partnership with CmiA, will look to build on this by encouraging farmers to convert to organic cotton farming.”

The cultivation of CmiA’s organic cotton is said to benefit both the environment and the people who harvest it. The Danish brand is laying the foundations for transformative changes within its cotton supply chain Just weeks ago, the firm also pledged to support farmers going organic with a promise that it’ll integrate their materials once their transition is complete.

Bestseller has also vowed to incorporate more in-conversion cotton into its portfolio to alleviate concerns for farmers.