Engelbert Strauss, the mail-order and retail company, is the latest Cotton made in Africa (CmiA) demand partner. The cooperation represents CmiA’s first entry into the important work clothes market.
Engelbert Strauss is supporting the Cotton made in Africa initiative and the expansion of sustainably produced cotton with its new “Art of Work” line. The colourful shirts with artistically interpreted, quality ostrich designs will be available at the company’s online shop, its catalogue and in company-owned workwearstores in late summer 2013. The entire ten-piece collection, comprising t-shirts and long-sleeved shirts for men, women and children, bears the official wine-red Cotton made in Africa label. “Cotton, the all-natural raw material, enjoys great popularity, especially in the working world. In Cotton made in Africa we have found a partner that offers this commodity with social and ecological added value,” says Henning Strauss, grandson of the company’s founder and co-owner.
CmiA promotes sustainable cotton farming in sub-Saharan Africa. The initiative has created an alliance of international textile companies that buy and process the sustainably grown cotton cultivated by around 435,000 participating small-holder farmers for the world market. The cotton marketed by CmiA has a considerably smaller ecological footprint than conventional cotton.
Engelbert Strauss is a leading manufacturer of work clothes and work safety equipment. The company is the first in its branch to take a conscious step towards sustainability, thus expanding efforts on behalf of social issues on the African continent.