Following the launch of its new sustainability strategy in January, Denim brand Diesel has become a member of the Better Cotton Initiative (BCI).
The Better Cotton Initiative is a global not-for-profit organisation and the largest cotton sustainability program in the world, which exists to make global cotton production better for the people who produce it, better for the environment it grows in and better for the sector’s future.
Diesel has committed to sourcing at least 50% of its cotton as "more responsible cotton" by 2025, including cotton sourced as Better Cotton, recycled and organic cotton.
Diesel’s “For Responsible Living” strategy, launched in January of this year, is a commitment to taking action for the benefit of current and future generations, and ensuring Diesel’s continuing success in a changing world.
The strategy is based on four key pillars and commitments named: Be The Alternative, Stand For The Planet, Celebrate Individuality and Promote Integrity. It is a dedicated and comprehensive blueprint, which will further integrate sustainability-focused initiatives across all the company’s business activities.
Last month, the Italian denim giant launched what it called “virus-fighting” denim – treated with an innovative application called ViralOff, from Swedish company Polygiene, that is said to “physically halt 99% of any viral activity.”