A Guide To:
Sustainable Cotton

Here at Joules, we’re committed to challenge our business practices to incorporate the most sustainable materials for our clothing and accessories.

We’ve partnered with Better Cotton Initiative as part of this ongoing journey.

Better Cotton Initiative (BCI) makes global cotton production better for the people who produce it, better for the environment it grows in, and better for the sector’s future.

One of our most significant raw materials at Joules is cotton, used for a range of styles including our iconic Harbour tops. We’re making the commitment to sourcing 100% of our cotton as ‘more sustainable cotton’ by 2022 as part of our Responsibly Joules sourcing strategy. What does that mean? We’re aiming for all our sourced cotton to be grown through Better Cotton Initiative or organic cotton.


What is sustainable cotton?

Joules believes in better farming practices and are committing to sourcing cotton that we define as ‘more sustainable cotton.’ We look for cotton that has been cultivated to meet at least one of the following principles:

Reducing water use

Reducing the dependency on pesticides and synthetic fertilisers

Improving social conditions for farmers

Supporting the economic sustainability of farmers

What is organic cotton?

Organic cotton is cotton grown with the environment in mind. Organic cotton growers use natural methods to protect the health of cotton plants, without using toxic pesticides, synthetic fertilisers and genetically engineered seeds. Rather than spraying harmful chemicals into the environment, organic cotton growers strive to protect the health of the cotton plants, the soil it grows in and the people farming it. Embedding these values into our sourcing practices make our products especially suitable for babies’ sensitive skin with improved moisture absorption properties.

It may cost a little more, but we believe the advantages are priceless.


Who are BCI and what do they do?

Better Cotton Initiative (BCI) exists to make global cotton production better for the people who produce it and better for the environment it grows in. This global non-profit is the largest sustainability program in the world and works with over two million cotton farmers in 21 countries over five continents.

Through their work, they aim to:

01. Reduce the environmental impact of cotton production

02. Improve livelihoods and economic development in cotton producing areas

03. Improve commitment to and flow of Better Cotton throughout the supply chain

04. Ensure the credibility and sustainability of the Better Cotton Initiative

How does Joules work with BCI?

As a member of BCI, we’re part of a global community that is committed to taking steps towards securing a more sustainable future for cotton production all over the world.

BCI helps us to source sustainable cotton from licensed BCI Farmers. By working with BCI, we’re helping to spread the word to our consumers, other brands and suppliers on the positive impact these practices make on our shared environment. BCI Farmers are trained to use water efficiently, care for the health of our soil and natural habitats, reduce the use of harmful chemicals and respect the rights and well-being of their workers.

How do I know if something is made with sustainable cotton?

By choosing cotton products from Joules, you’re supporting responsible cotton production. This can be identified on the swing tag or sticker on our products.

Better Cotton is sourced via a system of Mass Balance, and is not physically traceable to end products. However, farmers benefit from the demand for Better Cotton in equivalent volumes to those we ‘source’.


Want to find out more about the big leaps and little hops we’re making towards a better future for our planet?

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