Innovation & sustainability, key focus at WHAT’S NEW IN COTTONâ„¢ event

Sustainability and innovation were the focus at Cotton Council International’s (CCI) WHAT’S NEW IN COTTON™ booth in Hall 6, C53 at Première Vision in Paris, France, on February 11-13.

“U.S. cotton’s sustainability and innovation are WHAT’S NEW IN COTTON™ right now,” CCI Executive Director Bruce Atherley said. “At Première Vision we presented innovative technologies utilising U.S. cotton, designed to inspire the textile industry, such as innovative traceability solutions and a sustainable alternative to traditional stretch fabrics.”

Regarding sustainability, Atherley said that CCI introduced the new U.S. Cotton Trust Protocol, a programme that provides U.S. cotton farmers a voluntary way to formally document and communicate common elements of best management practices – a significant step that further shows that U.S. cotton is shrinking its environmental footprint.

“The Trust Protocol provides U.S. cotton’s customers the confidence that they are sourcing, spinning and selling sustainably-produced U.S. cotton,” he said. “Through the collection of robust data, the Trust Protocol will remove risk by giving U.S. cotton’s customers the evidence they need to demonstrate progress toward the United Nations Sustainable Development Goals and other sustainability pledges – making the Trust Protocol the right choice for today and tomorrow.”

Cotton Council International (CCI) is a non-profit trade association that promotes U.S. cotton fibre and manufactured cotton products around the globe with our COTTON USA™ Mark. Our reach extends to more than 50 countries through 20 offices around the world. With more than 60 years of experience, CCI’s mission is to make U.S. cotton the preferred fibre for mills/manufacturers, brands/retailers and consumers, commanding a value-added premium that delivers profitability across the U.S. cotton industry and drives export growth of fibre, yarn and other cotton products.

For more information, visit www.cottonusa.org.