The recycling programme company The Cotton Lives On™ and the luxury British fashion and lifestyle brand, The White Company recently took a step to reduce cotton waste with the announcement of a partnership.
Announced during The White Company’s first sustainability week, this programme is exclusively a part of the British brand and has already witnessed a significant growth in cotton recycling. Speaking about the collaboration, Andrea Samber, Director, Consumer Marketing Brand Partnerships, Cotton Incorporated, said that the partnership news came at an opportune time as it aligns with the White Company’s goal to be a business that’s recognised as a positive force for good. With The White Company known for its investment in high cotton products, the brand has collected 35kgs of items, which are sufficient enough to roll out six roll mats for those on the verge of homelessness.
In this regard, Alex Barnett, Ethics & Sustainability Manager, The White Company, talked about recycling and repurposing cotton items in order to produce roll mats for the organisations in need. He also expressed that company’s main focus area includes shifting towards circular economy and as such, through this partnership, The White Company has joined forces with other brands such as PAIGE, Anthropologie, Bianca Saunders, ME + EM, Whistles, Hobbs, and others to promote cotton recycling as a part of the initiative of The Cotton Lives On™.
With a collection of approximately 8000 kg of cotton in the UK and additional gifting of over 100 roll mats, The Cotton Lives On™ recycling programme not only aims to help homeless people around the UK but is also striving to reduce landfill waste and repurposing the old cotton. The recycling programme’s each roll mat constitutes around 6.4kg of unwearable cotton, which equals 45 T-shirts.
