Hamburg/Metzingen, 2020-11-19. With its third HUGO x Liam Payne capsule, HUGO BOSS has launched a sustainable collection in support of Cotton made in Africa.
Created by HUGO in conjunction with brand ambassador Liam Payne, this exclusive collection helps protect the environment and improve living conditions in Africa by using cotton verified through Cotton made in Africa. “I think with everything going on this year, we’re all thinking about the future a lot more than we used to. I’m proud of what we’ve achieved with this capsule; it looks great and at the same time is highlighting the important work that Cotton made in Africa does”, says Payne about the nine-part unisex collection.
The Cotton made in Africa initiative is committed to promoting sustainable cotton cultivation in Africa and to supporting around 900,000 smallholder farmers. Eschewing all genetic engineering and artificial irrigation, it advocates for equal rights and works to protect the rights of children. Since 2019, HUGO BOSS has supported the initiative by incorporating the verified cotton, which is socially and ecologically sustainable, into some of its collections. This represents an important contribution to improving the cotton growing industry in Africa.
“We are thrilled with this celebrity support”, says Tina Stridde, managing director of the Aid by Trade Foundation, “because it helps us raise even more awareness of Cotton made in Africa’s work and our brand. By making our label easily identifiable, this enables customers to deliberately support African small-scale farmers and their families through their purchasing decisions.”
Cotton made in Africa’s approach is based on the principle of help people help themselves. For every item bearing the Cotton made in Africa logo, companies pay a licensing fee to the initiative, which uses the money to fund training programmes for smallholder farmers. With its focus on eco-friendly and highly efficient cultivation methods, this training serves to protect the environment while improving the farmers’ harvests.
In addition to HUGO BOSS, Cotton made in Africa counts more than 60 international fashion brands among its partners.
About the Aid by Trade Foundation & Cotton made in Africa (CmiA)
Cotton made in Africa (CmiA) is an internationally recognised standard for sustainably produced cotton from Africa. Established by the Hamburg-based Aid by Trade Foundation (AbTF) in 2005, the initiative employs trade rather than donations to empower cotton farmers in Sub-Saharan Africa to improve living conditions for themselves and their families while protecting the environment. In 2019, 125 million textile products bore the label of Cotton made in Africa. More information is available at www.cottonmadeinafrica.org.
Press Contact for Cotton made in Africa
Tel.: +49 40 2576 75512