Better Cotton, the world's leading cotton sustainability initiative, has unveiled a groundbreaking traceability solution for the fashion and textile sectors. Developed over three years, this innovation allows stakeholders to monitor cotton's journey through the supply chain via the Better Cotton Platform.
Partnering with prominent retailers and brands such as H&M Group, Marks & Spencer, Walmart, and more, Better Cotton ensures that fashion companies can transparently trace raw material origins, complying with emerging regulations.
The demand for verifying raw material origins is growing as companies seek to address human rights and environmental concerns. Traceable Better Cotton provides retailers and brands with confidence in sourcing specific countries and enhances supply chain visibility for improved diligence.
In the future, Better Cotton aims to expand traceable Better Cotton availability, facilitate environmental assessments, and enable credible claims. This innovation differs from the Mass Balance Chain of Custody model and comes with specific compliance requirements for suppliers.
Alan McClay, CEO of Better Cotton, highlighted the importance of transparency, emphasizing its industry-transforming potential. Marks & Spencer, a partner in this initiative, also lauded the traceability solution for its ability to track cotton at scale in the supply chain.
