Textile Exchange has released the first annual report on the 2025 Sustainable Cotton Challenge. The challenge serves as a cornerstone for change in the apparel and textiles industry by encouraging brands and retailers to commit to source 100% of their cotton from the most sustainable sources by the year 2025. The Challenge was formed in 2017 when His Royal Highness The Prince of Wales convened a group of CEOs through the work of his International Sustainability Unit that existed to address critical challenges facing the world.
Those original 13 CEOs committed to work together to accelerate the use of sustainable cotton, which paved the way for other industry leaders to follow – resulting in 39 companies now committed to sourcing 100% sustainable cotton by 2025.
At the time of its inception, the 2025 Sustainable Cotton Challenge was known as the Sustainable Cotton Communiqué and its purpose was, and still is, to increase the uptake of organic and preferred cotton, therefore increasing the income of smallholder farmers, eliminating highly hazardous pesticides, eliminating or reducing the amount of pesticides and synthetic fertilizer used, reducing water use and improving water quality and soil health, which includes positive carbon impacts as a result of more sustainable practices.
“There is growing recognition of the enormous social and environmental impact of the global fashion industry. The 2025 Sustainable Cotton Challenge shows how by working collaboratively the sector can scale rapidly solutions that are good for farmers, the environment and consumers alike,” said Mike Barry, Director of Sustainable Business at M&S.
Today, 19% of the world’s cotton is more sustainable. By 2025, it is the vision of this Challenge that more than 50% of the world’s cotton is converted to more sustainable growing methods.
Key findings
Of the 39,2025 Sustainable Cotton Challenge signatories, 30 participated in the 2018 Preferred Fibre and Materials Benchmark program to report on their progress towards their goal of 100% cotton being sourced from the approved initiatives by 2025:
10% of 2025 Sustainable Cotton Challenge signatories have achieved their 2025 target of 100% preferred cotton usage, all of which are organic
37% have achieved a preferred cotton share of between 75-99%
23% have achieved a preferred cotton share of between 50-74%
7% have achieved a preferred cotton share of between 25-49%
17% have achieved a preferred cotton share of less than 24%
6% of cotton is not tracked yet
From the niche to a market share of 19%, preferred cotton is gaining ground
“The tide is turning on traditional supply chains, with demands for greater transparency generating a change from transactional relationships to transformational partnerships,” said Alison Ward, CEO for CottonConnect.
In order for sustainable cotton to become standard business practice, the amount of sustainable cotton grown and bought must increase significantly. The 2025 Sustainable Cotton Challenge pledge sends a signal to millions of producers that there is a real demand for a more sustainable approach to cotton production that reduces the environmental and social costs.
“Greater transparency across the supply chain and stronger, more strategic relationships between supply chain partners will be critical to the muchneeded widespread adoption of sustainable farming practices around the world,” said Liza Schillo, Manager of Global Product Sustainability at Levi Strauss & Co.
Initiatives
Brands and retailers joining the challenge and committing to source more sustainable cotton, can choose from sources that are included on Textile Exchange’s list of recognised organic and sustainable cotton initiatives.
These initiatives include: ABRAPA; BASF e3; Better Cotton Initiative (BCI); Cleaner Cotton; Cotton made in Africa (CmiA); Fairtrade; Fairtrade Organic; Field to Market; ISCC; myBMP; Organic; Recycled cotton (that is certified to an independently verifiable standard such as the Global Recycled Standard (GRS) or the Recycled Claim Standard (RCS)); REEL Cotton; Regenerative Cotton; and Transitional Cotton.

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