At GANT, we believe in designing for longevity, circularity, and durability to prolong the lifetime of our products. While cotton is a versatile and strong fabric – a shirt can last 60 years if washed and worn well – consumption of cotton puts a huge strain on water supplies. We know that we are part of a water-intensive industry, and we commit to reducing the negative impact on water. Supporting more sustainable cotton farming is a part of our strategic sustainability work and an important action to reduce our impact on people, water and planet.
To become more sustainable, we seek out new and innovative raw materials and better ways of farming essential crops, such as cotton. We believe that supporting organic cotton farming is an investment in a more sustainable future, and we base our sustainable fiber staircase (link) on science and life-cycle assessment data.
In 2020, 57% of our cotton was sourced from better alternatives than conventional sources. Our goal is to reach 100% sustainably sourced cotton by 2022, with either organic cotton, Better Cotton Initiative cotton, recycled cotton, or transitional cotton.
We are committed to working with manufacturers with the same principles as us. As featured in the film, one such supplier is Shahi Exports in India, which is making efforts to cut down their water use by investing in measures such as rainwater harvesting and water treatment.
