A Guide To:
Sustainable Cotton

Here at Joules, we’re committed to constantly challenging our teams to investigate and put into practice the most sustainable materials for our clothing and accessories.

As part of this ongoing journey, we partner with Better Cotton Initiative to improve cotton farming globally.

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.

Cotton is Joules’s most significant raw material used (our iconic Harbour tops, for example). As part of our Responsibly Joules sourcing strategy, we’re committed to sourcing 100% of our cotton as ‘more sustainable cotton’ by 2022. ‘More sustainable cotton’ includes organic cotton, or cotton grown through Better Cotton Initiative.

What is sustainable cotton?

Joules are committed to sourcing cotton that is produced through better farming practices. We define ‘more sustainable cotton’ as 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 that is grown without the use of toxic pesticides and synthetic fertilisers, which can be harmful to the environment, and is never grown from genetically engineered seeds. Rather than spraying the soil and crops with harmful chemicals, organic cotton growers use natural methods to protect the health of the cotton plants, the soil it grows in and the people farming it. For this reason it is 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?

BCI, a global non-profit organisation, exists to make global cotton production better for the people who produce it, and better for the environment it grows in. It’s the largest sustainability programme in the world, and works with over two million cotton farmers in 21 countries, on 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, and we help to spread their message to ensure more and more people, brands and suppliers get involved. BCI Farmers are trained to use water efficiently, care for the health of the soil and natural habitats, reduce the use of harmful chemicals and respect the rights and well-being of 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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