The Better Cotton Initiative has launched its first 'on product' mark as part of efforts to increase demand for more sustainable cotton.

The label, BCI says, allows members to demonstrate their commitment to responsibly sourced Better Cotton directly on the products they sell. It will consist of the BCI logo accompanied by a commitment claim such as: “We partner with the BCI to improve cotton farming globally,” to explain and substantiate the mark for the consumer.

At this stage, the BCI logo and claim will represent mass balance traceability and will not imply Better Cotton content, the group says, adding that mass balance traceability does not require physical segregation of the Better Cotton fibre along the supply chain.

Instead, the number of Better Cotton units purchased and sold at each step in the supply chain is recorded, so that the amount “sold” does not exceed the amount “purchased”.

“We expect demand for more sustainable cotton to increase as consumers learn more about BCI, taking us closer to our 2020 target of 30% of global cotton production,” says Paola Geremicca, director of fundraising and communications.”

BCI works with cotton farmers to promote fair working conditions and wants to see Better Cotton become a mainstream commodity, with members including Cone Denim, H&M, Inditex, VF Corp and Levi Strauss & Co.

The group says the 'on product' mark will help influence the choices people make when buying cotton products.