As one of the main fibres used in our products, cotton is a key area where we can influence impact more directly. Increasing the use of cotton sourced through regenerative or equivalent models means supporting sourcing approaches that improve the sustainability of the material, and contribute to better outcomes for the farmers and agricultural ecosystem. 

Cotton has long been central to the apparel industry, but its future depends on how it is grown. Regenerative approaches offer a more holistic way to improve sustainability by strengthening soil health, supporting farmer livelihoods and helping build more resilient agricultural systems over time. For MAS, this makes cotton an important opportunity to drive impact at source, while improving the long-term quality, resilience and credibility of one of our most important natural fibres.

Meeting these commitments will involve working with farmers and aggregators to build traceable cotton supply chains linked to regenerative or equivalent practices. By improving traceability, including through digitally enabled solutions, we can strengthen sourcing visibility and support more credible adoption at scale. This will help connect our cotton use more directly to the environmental and social outcomes we want to see across the value chain.