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“It was really about inviting the fashion supply chain to take a deeper look into the industry we're so proud of.”

Cotton Australia CEO Adam Kay has spoken about the recent tour of Australia's two leading cotton farms.

Fashion industry figures, retailers designers were part of an exclusive group given a tour of the Narrabri cotton fields last week.

The aim was to showcase Australia's approach to innovative responsible approach to production.

Kay believes inviting industry leaders onto the field would provide a better understanding of important issues surrounding the cultivation of cotton.

"Australian and international designers and brands love working with cotton due to its natural properties – it’s breathable, durable, soft and comfortable for end-users, that’s why it’s the world’s number one natural fibre.

"There’s nothing more powerful than growers sharing their story first-hand as they’re standing in the middle of fully matured cotton fields, with harvest in full swing, and we were able to share the achievements of the industry as a whole."

Kay also said that a key focus on producing high quality natural fibres in Australia and connecting the link between field to market will strengthen the industry's presence both locally and internationally.

“Through these events, and our broader Cotton to Market program, we’re starting to better connect the cotton supply chain and end-users with the story of the people growing our magnificent natural fibre.”

Kay further reported that Australia has taken responsibility for more eco-friendly practices in cotton production.

“We’ve seen reduced insecticide use by 95 per cent in the last 15 years, a 40 per cent increase in water productivity over the last decade, and it takes 30 per cent less land to produce one tonne of cotton lint compared to 15 years ago.”

Among those who took part in the tour were: Vogue Australia former editor-in-chief and author Kirstie Clements; Apparel Group CEO Adrian Jones; Circle Park designer Tim Sutton; Darnell Collection curator and fashion consultant Charlotte Smith; and Target Australia respresentatives.

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