Known for sustainable cotton application across its product ranges, Primark value fashion chain has taken a smarter move towards its Sustainable Cotton Programme. By buying 100% sustainable cotton directly from farmers participating in its programme, Primark has launched the fresh edit of its first range of jeans crafted from the same.
The Sustainable Cotton Programme was launched in 2013 in Gujarat and provides help to farmers growing cotton by using natural farming methods, employment of minimal chemical pesticides and reduced water consumption. This has also led to an increased income for farmers growing cotton in Gujarat, which is the largest cottonseed and cotton producing state of India.
Farmers under this programme are trained in most appropriate farming techniques for their land that includes healthy agricultural practices. Right from seed selection, sowing and soil health check to watering, applying pesticide and pest management, picking, fibre quality, grading and storing the harvested cotton-everything is taken care of through this programme.
Agricultural experts like CottonConnect and local NGOs SEWA (the Self-Employed Women’s Association) in India and REEDS (the Rural Education and Economic Development Society) in Pakistan have lent their helping hands in partnering for the programme.
Primark has mentioned about the enrolment of 28,000 farmers across the markets of both India and Pakistan in this training which has happened after the expansion of the programme into Pakistan last year.
Since the launch of the programme, more than 11.2 mn pairs of pyjamas from the brand have been sold. Now, this British fashion retailer is stepping forward with its first range of jeans made from 100% sustainable cotton which is produced in three variant washes-indigo, black and light blue. More such sustainable products are promised to be launched sooner in future by Primark.