The growing awareness and concern about the detrimental impact of cotton on the environment has led California-based Everlane to announce that it is working on shifting entirely to certified organic cotton by 2023.
What started as an initiative in 2018 against cotton, which uses more pesticides per acre than any other crop, has led the brand to be the first to tap India’s Madhya Pradesh region to source ethical cotton.
The Global Organic Textile Standard (GOTS) has certified the region’s cotton as organic.
The first collection in the pipeline for Everlane is made up of organic cotton T-shirts, set to be released on 24 March, which pays homage to their debut T-shirt collection from 2011.
This is not the first attempt by the brand to be more ethical in its approach. Everlane had previously included the radical transparency policy for the pricing and sourcing of its products.
Other than this, a 2018 pledge enunciated the brand’s plans to eliminate virgin plastic from their supply chain completely by 2021 along with introducing an eco-friendly line of footwear by 2019, among others.
Currently, Everlane has closed all its stores till 28 March in the wake of COVID-19.
