Hugo Boss launches collection with Cotton made in Africa

25 Nov '20

2 min read

Pic: Cotton made in Africa

With its third Hugo x Liam Payne capsule, Hugo Boss has launched a sustainable collection in support of Cotton made in Africa (CmiA). Hugo Boss is a leading luxury fashion house headquartered in Germany, which produces clothing, accessories, footwear, and fragrances. CmiA is an internationally recognised standard for sustainably produced cotton from Africa.

Created by Hugo Boss in conjunction with brand ambassador Liam Payne, this exclusive collection helps protect the environment and improve living conditions in Africa by using cotton verified through Cotton made in Africa, according to a press release by CmiA.

The CmiA initiative is committed to promoting sustainable cotton cultivation in Africa and to supporting around 900,000 smallholder farmers. Eschewing all genetic engineering and artificial irrigation, it advocates for equal rights and works to protect the rights of children. Since 2019, Hugo Boss has supported the initiative by incorporating the verified cotton, which is socially and ecologically sustainable, into some of its collections. This represents an important contribution to improving the cotton growing industry in Africa.

“We are thrilled with this celebrity support, because it helps us raise even more awareness of Cotton made in Africa’s work and our brand. By making our label easily identifiable, this enables customers to deliberately support African small-scale farmers and their families through their purchasing decisions,” Tina Stridde, managing director of the Aid by Trade Foundation said.

“I think with everything going on this year, we’re all thinking about the future a lot more than we used to. I’m proud of what we’ve achieved with this capsule; it looks great and at the same time is highlighting the important work that Cotton made in Africa does,” Payne said.

CmiA’s approach is based on the principle of help people help themselves. For every item bearing the CmiA logo, companies pay a licensing fee to the initiative, which uses the money to fund training programmes for smallholder farmers. With its focus on eco-friendly and highly efficient cultivation methods, this training serves to protect the environment while improving the farmers’ harvests.

Fibre2Fashion News Desk (GK)

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