The British Rowing Champion and Olympic legend Sir Steve Redgrave has launched his ﬁrst sports sock collection made from sustainable African cotton — in partnering with Cotton made in Africa (CmiA). The men’s sock has been produced as part of an innovative collaboration between Sir Steve’s clothing range FiveGold (FiveG) and CmiA. The range retails at £8 per pair and has been on sale since 5th July through online retailer SockShop.co.uk.
FiveG, which was created by Sir Steve in 2001 and was named after his record-breaking ﬁve consecutive Olympic gold medals. The label has been committed to the use of sustainable cotton for years. Sir Steve’s goal is for FiveG to continue to champion quality clothing that is produced from sustainable sources. “When I was travelling to India and Africa I learned ﬁrst-hand about the issues that cotton farmers face every day.” However, he compared the team spirit he experienced there with that he knew from his rowing career. “For me Cotton made in Africa is another source of that team spirit because the initiative works with the African smallholder cotton farmers on an equal footing that enables them to improve their living conditions by their own efforts.”
“We are very excited that FiveG has committed to the use of CmiA sustainable cotton with its latest collection, and that it will be available in the UK just in time for the London Olympics,” says Abi Rushton, Associate Director of the Aid by Trade Foundation. “By expanding the CmiA initiative to the UK, it means that more people will have the opportunity to buy and wear clothes made from sustainable cotton, which will in turn help to improve the lives of the African cotton farmers, as well as the communities they are part of.”
As the country’s most successful Olympian athlete Sir Steve also hopes to highlight the skill of British craftsmanship in one of the greatest sport years of the United Kingdom, by producing the line in Britain: “I was proud to represent my country at the Olympics, and now I’m proud to champion UK manufacturing with this new collection.” The sock line is produced in Loughborough at J Alex Swift’s. The factory was established in 1895 and is one of only a handful still manufacturing socks in the UK.
Sir Steve Redgrave and SockShop’s owners the Ruia Group are equal partners in FiveG.
SockShop has been dressing legs and feet since 1983 and has become a leading specialist retailer in its field, SockShop was acquired by the Ruia Group in 2006. The brand supplies retailers and sells direct to consumers through its e-commerce website