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GENEVA – Fashion brand Diesel is the latest to join the Better Cotton Initiative (BCI), a move which aligns with its sustainability target of ensuring half of the cotton it sources is “more responsible”.

In January, the Italian outfit launched its For Responsible Living strategy alongside sustainable fashion consultancy Eco-Age, which outlined the brand’s renewed commitment to mitigating the environmental impact of its operations.  

Diesel joins a growing number of more than 1,900 partners at BCI, which have enabled the organisation’s rapid galvanisation of the sector, as it produced 40 per cent more ‘better cotton’ in 2019 than the previous year.

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