Interviews
Green fashion – Most searched textile term on internet
04 Feb '13
4 min read
Ilaria Pasquinelli, director of texSture, however points out a paradox. “Organic cotton production represents, still today, only 1% of the global cotton production, and only a very small part of a brands’ collections. The public is aware of it thanks to successful public facing campaigns, annual reports, and press releases. Just like with Fairtrade Cotton, we know that the industry is finding it difficult to source it.
He adds, "Marks & Spencer, for instance, sold 4.5 million of Fairtrade cotton t-shirts in 2011, which is equivalent to 1% of their overall cotton range, but has been unable to increase this figure despite their commitment as they were unable to find fibre of adequate quality. For other alternative fibres like “organic wool”, “recycled polyester”, it is apparent that a lot needs to be done to engage with the public on their behalf".
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