Our cotton | Organic, recycled, BCI-cotton | H&M
Our cotton explained
Cotton is natural, renewable and biodegradable as well as super-soft on the skin. Pretty much anything you could wish for when it comes to a textile fibre. Unfortunately, it’s also a thirsty crop linked to high water and chemical use that affect both the soil and the farmers working in the cotton fields. That’s why all our cotton is now sourced more sustainably.
Organic cotton
Organic cotton needs 62% less energy and 91% less water usage compared to conventional cotton. It’s grown without chemical pesticides or fertilisers and contains no genetically modified organisms (GMOs). This leads to improved soil condition, lower greenhouse gas emissions, stronger biodiversity and better health among the cotton growers. It’s better for you, the farmers and the environment. We’re the world’s biggest users of organic cotton!
Recycled cotton
Old garments and textile leftovers (like worn-out jeans from garment collecting boxes), are ground into fibres, spun into new yarns and woven into new fabrics. Recycled cotton is awesome because it stops material from going to landfill and reduces the use of virgin raw material.
Cotton sourced through the Better Cotton programme
We are committed to improving cotton farming practices globally with Better Cotton, a non-profit organization training cotton farmers to use water efficiently, care for natural habitats, reduce the use of harmful chemicals and respect workers’ rights. This type of cotton is sourced via a system of mass balance, meaning cotton from Better Cotton farmers may be mixed with conventional cotton in the manufacturing process. Cotton from this programme is therefore not physically traceable to end products. But, by sourcing Better Cotton, we fund a global initiative to enable their training to reach more farmers and have a more profound impact.
Why isn’t all your cotton organic?
We’re the world’s largest user of organic cotton, but it’s not the only cotton we use. Learn why.
Organic cotton accounts for less than 1% of all the cotton produced in the world. We buy more than that, so only buying organic wouldn’t be possible. It’ll take time to scale up organic cotton production, but it’s our ambition to make it happen as soon as possible, which is why we’re one of the founding partners of Organic Cotton Accelerator (OCA). OCA is working to create a thriving organic cotton market that's good for people and the planet. Every time a farmer switches to organic cotton, OCA envisions a positive ripple effect; farmers earn more while communities flourish and the soils remain fertile for future generations.