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LONDON – Fashion retailer Next and menswear brand Byford are the latest companies to join the US Cotton Trust Protocol, an initiative vying to increase the uptake of ‘sustainable’ cotton.

Launched to verify sustainability progress through data collection and third-party cooperation, the protocol aligns users and growers of US cotton in best measuring their impacts across six areas: water use, greenhouse gas emissions, energy use, soil carbon, soil loss and land use efficiency.

The UK companies join the likes of Gap in aligning with the initiative, and will leverage aggregate year-on-year data on member cotton growers to inform their purchasing decisions.

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