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VICUNHA joins the Better Cotton Initiative
Apr '11
VICUNHA is going to participate in Denim Première Vision in Paris, 25 to 26 May 2011. Pioneering spirit and innovative drive features of the corporate developments of the denim manufacturers VICUNHA. In joining the “Better Cotton Initiative”, the giant in Brazil sets new standards. 2010 was one of the most successful years in the past five years. As one of the largest producers in the world and the undisputed market leader in Latin America for denim / twill, the company recorded a further increase in the second half of 2010. With new looks and qualities VICUNHA scheduled for the autumn / winter 2012/13 to full product Power.

"A pair of jeans cannot be cheaper than a "Happy Meal", sums up Thomas Dislich, CEO for Europe. Price policy is important, but not at the cost of the environment and social responsibility. VICUNHA places great value on the social and environmental-protection aspects of the cotton industry, one reason why the denim producer not only follows strict guidelines in its choice of suppliers, but also why it joined the BETTER COTTON INITIATIVE, www.bettercotton.org. at the beginning of this year. "BCI is a serious and innovative venture whose sponsors include Levis, Marks & Spencer, Ikea and H&M," emphasizes Dislich.

BCI stands for cotton-growing that reduces stress on the local environment and places value on the livelihoods and welfare of the growers' communities. Water is used very conscientiously in the growing of the cotton and use of the customary chemicals is kept to a minimum. The organization accepts only farms which can prove these ethical standards and the origins of their cotton.

"As a denim giant we are the pioneers in Brazil in joining BCI," Dislich adds. "We have already chosen farms which fulfil the criteria from the planting up to the supply of the cotton and we have already ordered the first several tons of BCI cotton." As a rule VICUNHA works exclusively with cotton farmers in Brasil and the U.S. whose business and labor policies meet certified standards.

In addition to membership in the BCI, recycling is also a very important subject for VICUNHA and its environmentally-conscious customers. At present VICUNHA is working to establish a production line dedicated to Marks & Spencers' "Plan A" program, with production starting in the second half of 2011. For this special denim quality products will be based on the increased use of recycled and BCI cotton and in the process VICUNHA will be certified to comply with the Marks & Spencer "Eco Factory" standard.

Increase in Earnings in 2010
2010 was one of the most successful business years in the last five years. As one of the largest producers in the world and the undisputed market leader for denim/twill in Latin America, this Brazilian company attained earnings of around 310 million Euros in the second half of 2010, an increase of 26% in contrast to 2009. Whereas overall earnings from the sale of other categories of textiles and fibres has generally decreased in the past few years, earnings have risen in VICUNHA's core area of denim/twill.

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