Cotton produced the world over in accordance with voluntary sustainability standards (vss) saw a 39 per cent to 40 per cent compound annual growth rate between 2008 and 2019.

In 2019, about 92 per cent of vss-compliant cotton came from Asia, led by India, China, and Turkey. Cotton compliant with vss accounted for at least 14 per cent of total cotton production in 2016. Consumers and companies across the planet are increasingly choosing cotton produced in accordance with vss, such as Better Cotton or Cotton made in Africa.

Top cotton brands and companies reported that 85 per cent, or 7,20,000 tons, of their cotton was more sustainably sourced in 2020 compared to 2017.Farmers can receive up to 50 per cent higher prices and 20 per cent higher crop incomes for vss-compliant cotton compared to those selling conventional cotton, due to the increased quality and cost-efficient practices associated with compliance.

Sustainable cotton is in high demand as customers look to make responsible purchasing decisions and brands use sustainability to differentiate their products in the market. Most of the demand is coming from Europe and North America. But awareness is rising in big developing and emerging markets that suggests the growth will continue.

By Fashionating World
https://www.fashionatingworld.com/new1-2/use-of-responsibly-sourced-cotton-rises