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GANT x Better Cotton Initiative

Since the beginning, cotton has been one of the most important materials for GANT. With our ambition to produce garments that last a lifetime, this natural fiber is fundamental to our business.

As a way to contribute to the much-needed change in the cotton industry, GANT is a proud and active member of the Better Cotton Initiative (BCI). BCI is the world’s largest non-profit organization working to secure a more sustainable future for the cotton sector. To achieve this mission, BCI-licensed farmers are educated to implement more environmentally, socially and economically sustainable production practices. This means using water more efficiently, minimizing the use of chemicals and the negative effects of pesticides, and improving livelihoods and economic development for cotton growers.


Better Cotton is sourced via a system of Mass Balance and is not physically traceable to end products. Mass Balance means that Better Cotton is sourced from BCI-licensed farmers and is then mixed with conventional cotton in a complex supply chain. The retailers have sourced the Better Cotton and the BCI farmers have seen the benefit, but Better Cotton may not be in the end product. BCI does this because the process is less complicated than physical traceability, keeping costs low to allow even more demand for Better Cotton, thereby enabling BCI to reach even more cotton farmers. When you see the BCI tag on our products you know you are supporting more sustainable practices at the farm level, and you are buying cotton from a committed BCI member who is investing in BCI. See for more information.

In 2019, we sourced almost 30% of our cotton from BCI. By 2022 we will source 100% of our cotton more sustainably, through BCI, organic cotton and recycled cotton.