Cotton made in Africa welcomes Cooee as new partner. Cooee is a young label from UK that aims is to create fair, sustainable and every day clothing for children. They are producing their textiles in Uganda. It now teamed up with Cotton made in Africa (CmiA) to produce garments that are made from 100% CmiA certified cotton. The five-piece collection is going to be presented by the two founders Naomi Wells and Anna Hesemann at Bubble London next week, a childrens trade show. The garments are characterized by colourful, hand-painted prints to inspire childrens imagination. Find out more about the establishment of the brand, sustainability and the cooperation with Cotton made in Africa in the following interview.

Where did you meet?

Anna: Naomi is from the UK and I am from Germany but we met while living in Uganda. Both having young families, we were tired of seeing cheaply made clothes which exploited the people who made them and wanted to create our own brand using the wonderful natural materials available in Uganda to make fun and practical everyday clothes for children which ensured that the people who made them were treated fairly and paid fairly.

How did you come up with the name?

Naomi: As a child my mum regularly used the word Cooee to greet us when she picked us up from school. It always filled me with a sense of embarrassment but now I smile whenever I hear someone using the word, particularly when mum does. We hope it makes you smile when you hear it as much as we do.

What type of fabric is used to make your products?

Anna: We always use 100% CmiA certified African cotton. Cotton made in Africa is a brilliant organisation and we love to work with them because they cooperate with almost 700,000 smallholder cotton farmers across Africa to improve their living conditions and those of their children. Child labor, dangerous pesticides and genetically modified cotton are strictly forbidden. Smallholder farmers get a fair and timely payment and are trained in modern, efficient and sustainable cotton farming practices. This helps the farmers to generate higher yields and incomes, which in turn allows them to take care of their families.

Why is cotton so important?

Naomi: Cotton is a natural product grown in Uganda and throughout Africa. The main advantage is that it is breathable. Cotton allows moisture to be taken away from the body and to be absorbed in the material which is particularly important for active kids who like to run, skip and jump all day long. Not forgetting that cotton is super comfortable, stretchable, soft and won't irritate your skin. Furthermore, cotton has a high tensile strength, making it strong, durable and less likely to rip or tear. It is 30% stronger when wet withstanding many washings in hot water.

What makes Cooee different?

Anna: We created Cooee as an ethical company which wholeheartedly supports the chain of people that is involved in the process of making your kids clothes. By spending a large part of the year in Uganda where our clothes are produced, we personally ensure that the standards we speak for are adhered to. Working with one of the only fully vertically integrated manufacturers worldwide, we are truly able to follow who made the clothes that our kids end up wearing.

Sali ABOUBAKAR is one of our CmiA partner working in a cotton ginnery. He reports what impact you can have on smallholder farmers by supporting Cotton made in Africa: „Through the CmiA trainings, very much has changed for our farmers. First an foremost, they have considerably improved their cultivating methods. And also in financial matters, our smallholder farmers have learnt a lot: following the trainings, many have opened a bank account to help them save money. That‘s something entirely new to them. The trainings have also taught our farmers to think economically, showing them how they can increase their yields by selling their cotton in farmer groups. Now they are also able to calculate exact returns, which helps them choose the optimal time of sale. It‘s often better to wait and store the harvested cotton for a while, until the demand and – as a consequence - the market price increases.“ You want to get involved and have an impact yourself? Learn more about how you can participate via! #WearASmile with @CottonMadeInAfrica




With every Cotton made in Africa garment you buy, you can make African smallholder farmers happier, because they directly profit from every single piece that wears the Cotton made in Africa seal. Through Cotton made in Africa, they receive trainings and learn how to better manage their small farms and how to sustainably and successfully cultivate cotton. Syayifuma Bwambal is one of  695.000 smallholders who cooperate with Cotton made in Africa: „in the trainings, we also talk about the roles of men and women. I now pay more attention to my wife‘s opinions. We have started to make decisions on spending our money together. My wife for instance had the idea to not only keep goats but to breed them as an additional source of income, next to cotton farming. And her idea has paid off – we already own 6 goats.“ Learn more about how you can participate and have a direct impact on cotton farmers‘ lives via! #WearASmile with @CottonMadeInAfrica


What is Cotton made in Africa (CmiA)?
Cotton made in Africa is 100 % cotton, sustainably produced in Africa – the material used to produce our clothes. It improves the living conditions of over 695,000 African cotton farmers – as well as that of their families – over 5 million people in all – and protects the environment. CmiA is the largest standard for sustainable cotton from Africa and one of the most important labels for sustainable fashion and textiles.

Where and when will the Bathrobe Day be held?
Bathrobe Day celebrates its premiere on June 29 and is not limited to specific places. Anyone can simply become a part of the movement with a bathrobe-selfie (#bathrobeday #wearasmile @cottonmadeinafrica).

Who can participate in Bathrobe Day?
Anyone is most welcome to join Bathrobe Day by Cotton made in Africa. It is quite simple: Put on a bathrobe on June 29, take a selfie and tag it to Facebook or Instagram with #bathrobeday #wearasmile @cottonmadeinafrica. Done! Just one of the prizes up for grabs is VIP tickets for the @glblctzn Festival in Hamburg, to see @coldplay, @groenemeyer, @thechainsmokers and @elliegoulding. Here are the participation conditions. 

What is the idea behind the Bathrobe Day by Cotton made in Africa?
The Bathrobe Day sets an example for sustainably produced cotton in Africa – Cotton made in Africa – and directs attention to the cotton farmers in Africa, who stand for CmiA. Prominent supporters, characters from Hamburg, textile organizations and NGOs support the campaign, by publicly wearing a bathrobe to wear a smile and spread the smile with others. It has never been easier to make the world a better place – in a bathrobe.

Why a bathrobe, of all things, to highlight the cotton farmers in Africa and protection of the environment?
A bathrobe is a prime example for how much cotton is used for our clothes. But we don't normally wear this undervalued it-piece in public in the same way as the African smallholder farmers, who grow the raw material sustainably for millions of textiles, do not usually stand in the spotlight. Reason enough to highlight this special day with a bathrobe: Anyone can have fun and do something good for people in the growing regions and protect the environment.

“Wear a smile”: What does the overall motto of Cotton made in Africa stand for?
Anyone can smile and wear a smile with a piece of clothing awarded the label Cotton made in Africa. Without doing anything and without extra cost, consumers can enjoy a beautiful garment, thereby wear and spread a smile for the smallholder farmers and factory workers in Africa as well as for the environment. It has never been so simple to do something good.

Cotton made in Africa protects kids from dangerous child labour, offers trainings on child protection and initiates school projects. Especially in rural Africa, this is no matter of fact. Rébecca GUIZEI, aged 41 from Cameroun reports about the impact raising parents‘ awareness for child issues can have: „The trainings have really opened my eyes. I have understood how important it is to send our kids to school. All our kids go to school now.“ Help us share a smile with children and have a real impact on their lives! #WearaSmile with @CottonmadeinAfrica! Learn more about how you can participate via! #WearASmile with @CottonMadeInAfrica

One of our smallholder farmers, Rosalie DASNA, is 40 years old and from Cameroun: „The business trainings initiated by Cotton made in Africa have taught me how to plan and manage cultivation on my field. This way, I know which costs to expect and which expenses I will have. It allows me to prepare better and receive considerably higher harvest yields than before. I have also learnt how to use organic fertilisers, which have many advantages for myself and my family: we have more money available, which helps us pay the children‘s clothes and school fees, and we can even make small investments. The trainings on sustainable cultivation also have a good effect on our health, because we can eat much healthier and more balanced.“
You want to get involved and have an impact yourself? Learn more about how you can participate via! #WearASmile with @CottonMadeInAfrica


Aid by Trade Foundation

Cotton made in Africa
Gurlittstraße 14
20099 Hamburg

Tel.: +49 (0)40 - 2576 - 755 - 0

Fax: +49 (0)40 - 2576 - 755 - 11


Coordinator CmiA Quality Assurance for West and Central Africa 

Younoussa Imorou Ali
Mobil: +229 97 29 34 96 / 94 15 67 67
Skype : yimorouali


Bangladesh: CmiA Registration of Spinning and Fabric Mills

Mahbub Khan
Mobile: +88 (0)171 - 312 - 2417