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AMSTERDAM – The Fashion for Good initiative has linked up with leading brands Kering and PVH Corp to launch a two year project to pilot new resource-efficient cotton farming technology.

Global textile manufacturer Arvind Ltd is also involved in the project to trial technology pioneered by Fashion for Good innovator, Materra, which was formerly known as HydroCotton.

Materra has developed a way of growing cotton that claims to reduce water and fertiliser use by 80 per cent, while also being completely free of insecticides.

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