Cotton accounts for up to a quarter of the world’s annual fibre use, and consequently, its supply chain is a substantial contributor to the textiles industry’s overall environmental impact. Or, as one Australian couple sees it, the most promising solution.
The global textiles industry is slowly being transformed for the better, and this side of the equator, Australians are doing their part. According to the International Cotton Advisory Committee (ICAC), cotton amounts to 20-25 per cent of the world’s annual fibre use, and there are those responsible for its farming determined to move not only to transparent practices, but traceable and measurable practices too. Leading the charge? Danielle and David Statham of Good Earth Cotton®.
It was after evaluating 20 years of soil data on the family’s farm and realising the impact farming practices had on soil health and soil carbon levels, that the Statham’s decided to overhaul their entire agricultural enterprise, Sundown Pastoral Company. It was well worth it— the couple’s approach to modern regenerative farming has markedly improved the health of their soil, improved water efficiency, increased biodiversity and reduced carbon emissions.
“The transformation of farming over the last twenty years has just been extraordinary,” David Statham says. So extraordinary that Sundown Pastoral Company is now an independently certified climate positive operation, gaining B corporation status. “The only way to tell that message is to get closer to customers, closer to brands, and that was the reason behind the formation of Good Earth Cotton®.”
Due to the innovative FibreTrace® (a scannable technology that is blended with individual fibres, also under the Statham’s umbrella), Good Earth Cotton® fibres are entirely traceable, from ginning to shelf through to reuse and recycle — and in recent years, the Statham’s have sought to inspire other brands and manufacturers to incorporate their traceable cotton fibres into owned supply chains.
Despite an increased demand from customers for transparency and accountability, change has been slow to be implemented throughout supply chains. According to the Fashion Transparency Index, more brands than ever now publish a list of their first-tier manufacturers; and yet, 50 per cent of major brands still disclose no information about their supply chains.
“This is unique,” co-owner Danielle Statham says of Good Earth Cotton. “We trace our fibres; we can tell you everything about the fibres. We can give you the geo-location, we can give you transparent information about your products, and the environmental score. We can lock that into the fibre. This is the new generation of how we purchase.”
Already, some of the most desirable and respected local fashion brands have heeded the call, with R.M Williams’ latest collection featuring seven t-shirts constructed from Good Earth Cotton; and for their inaugural Afterpay Australian Fashion Week show, New Zealand and fellow B Corp certified label, Maggie Marilyn, used the traceable fibre on the runway. In addition, JAG, Cue, Blue Illusion, Country Road, Nobody Denim, Decjuba, SIR, David Lawrence, and Helen Kaminski have all launched diverse collections that feature Good Earth Cotton fibres
For July and August, Good Earth Cotton is launching a campaign, Earth’s Best Bud, to implore local brands and manufacturers to respond to changing market expectations around traceability and opt for cotton that gives back to the earth.
To learn more visit www.goodearthcotton.com/bestbud