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 bettercotton.org 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.