Cotton Australia aims to close gap between field and fashion

Cotton Australia is putting much effort into connecting the different ends of the cotton supply chain, for example the growers and end users. Thus, as part of its Cotton to Market program, the peak representative body for the Australian cotton growing industry recently organized a visit to the cotton fields of Narrabri in New South Wales for an exclusive group of leading Australian fashion industry figures, retailers and designers.

According to Cotton Australia CEO Adam Kay, the tour was an "overwhelming success" and helped to close the gap between field and fashion. “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 fiber. And while we used the trip to reinforce these messages, it was really about inviting the fashion supply chain to take a deeper look into the industry that we’re so proud of,” explained Kay.

Showcasing the Australian cotton industry’s innovative and responsible approach to production, the trip included a tour of two cotton farms during harvest and a cotton gin during processing.

Participants included fashion industry leaders, retailers and designers like Kirstie Clements, author and former editor-in-chief of Vogue Australia; Adrian Jones, CEO of the Apparel Group (Sportscraft, Saba, Willow, Jag); Tim Sutton, Sydney-based Circle Park designer; Charlotte Smith, curator of the Darnell Collection and fashion consultant; and representatives of national retailer Target Australia. From the cotton industry, there was Paul Sloman, regional manager of Cotton Australia; Arthur Spellson, Auscott's marketing manager and chair of the Australian Cotton Shippers Association and of course Adam Kay.

According to Kay, the efforts are paying off: “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 fiber. 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 the Cotton to Market program has prompted increased interest in the Australian cotton industry’s story from iconic Australian and international brands and retailers who have an increased awareness of their supply chains.

Last but not least, the environment has also profited from sustainable efforts in the last few years: “We’ve seen reduced insecticide use by 95 percent in the last 15 years, a 40 percent increase in water productivity over the last decade, and it takes 30 percent less land to produce one tonne of cotton lint compared to 15 years ago,” stated Kay.

Cotton Australia was established in 1972 as the Australian Cotton Foundation and merged with the Australian Cotton Growers Research Association in 2008 to provide a "united voice for cotton growers across research, stewardship, natural resource management and cotton production issues". Cotton Australia is led by a board of ten cotton growers and ginners.

Image: Courtesy of Cotton Australia