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Better Cotton InitiativeLONDON - Leading brands such as Levi's, Marks & Spencer, IKEA and H&M have embarked on a six year, Fast Track programme to help transform the cotton market and make sustainable cotton a commercially viable commodity.

The labels have teamed up with organisations such as the Better Cotton Initiative, Rabobank, the Dutch Sustainable Trade Initiative (IDH) and the WWF to help change the sector through a demand driven approach based on a retail commitment to bring sustainable cotton into their consumer products (jeans, household textiles, furniture and interior decorations).

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