Cotton made in Africa (CmiA) is expanding its network of cooperation partners and brands to include Hugo Boss. This partnership will see the premium-segment fashion firm develop a series of new products that will hit the shelves next spring. Hugo Boss, based in Germany, is a leading company in the upper premium segment of the global apparel market.
Comprising around half of all material used by Hugo Boss, cotton plays a significant role for the German fashion company, which has committed to sourcing 50 per cent of its cotton from sustainable production by 2020 and 90percent by 2025.
CmiA operates on the principle that partnering retailers and brands pay a license fee for every product bearing the CmiA label. Income from licensing fees are reinvested in its African project areas where they are used to train cotton farmers in sustainable cultivation methods and basic business administration. At the same time, the use of genetically-modified seeds and the deforestation of primary forests are prohibited. Around one million smallholder farmers in eleven countries are currently participating in the initiative, through which their cotton is sold to more than 40 international textile companies and brands, including Cortefiel, OTTO, or Asos.
Mr Andreas Streubig, director of global sustainability at Hugo Boss said, “CmiA’s standard meet our exacting requirements for high-quality, sustainable cotton. Over 40 per cent of the cotton we use is already sustainable, and this partnership will allow us to further increase that proportion, putting us well on our way to reaching at least 90 per cent by 2025.”