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BRANDE – The Name It and Selected brands of Danish retailer Bestseller have become the first to adopt Cotton made in Africa’s (CmiA) organic cotton, demonstrating the company’s ongoing work to increase its uptake of more ‘sustainable’ materials.  

Earlier this month, Bestseller vowed to support farmers going organic with a new commitment of enrolling ‘in-conversion’ cotton into its portfolio.  

This project, in partnership with CmiA, will look to build on this, with Name It’s sourcing and sustainability manager, Joan Søndergaard Nielsen, saying: “Hopefully, engaging in more direct-to-farm organic projects can encourage farmers to convert to organic cotton farming.” 

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