A recent poll of 99 industry insiders by Kingpins, a denim trade show organizer, found that the denim industry is hungry for more transparency in cotton sourcing. All respondents were concerned about data and traceability of cotton origins, and they unanimously endorsed the idea of garment tags carrying comprehensive narratives about cotton sourcing.
The poll covered a range of topics related to cotton sourcing, including environmental data and sustainability aspects like CO2 emissions, water usage, and energy consumption. Approximately 75% of respondents believed it was their "human right" to understand cotton cultivation, especially within denim. Opinions were divided on whether pinpointing the exact plot of cotton cultivation was necessary, with roughly 52% deeming it unnecessary and about 48% expressing a desire for such specificity.
The poll's findings support Andrew Olah's long-standing advocacy for transparency in the denim industry. Olah, the founder and CEO of Kingpins, has been a vocal critic of the lack of transparency in the Better Cotton initiative, a sustainability program that promotes more sustainable cotton production. Olah believes that the denim industry needs to embrace full transparency by 2028.
The Transformers Foundation, a non-profit organization founded by Olah, is working to achieve this goal. The foundation is developing a platform that will allow denim brands and retailers to track the environmental and social impact of their cotton sourcing. The platform will also make it possible for consumers to learn more about the cotton used in their clothes.
The denim industry's desire for more transparency is a positive development. It shows that brands and retailers are taking sustainability seriously and that consumers are demanding more information about the products they buy. The Transformers Foundation's platform has the potential to revolutionize the denim industry and make it a leader in sustainability.
