Global sourcing group Hermes Otto is launching a new sustainable fashion brand called Wild Earth Cotton that will use raw materials from the Cotton Made in Africa initiative.

The company said the range will appeal to the growing demand for ethical and sustainably conscious consumers in the UK and Germany who want to buy "attractive contemporary casual fashion at everyday prices".

Cotton Made in Africa is a scheme that works in five African countries to improve the living conditions of smallholder farmers through trade.

The line of mid-to-premium women's and men's casual fashion will be available in store during autumn 2012, and will include women's lightweight jerseys, cotton knitwear, shirts, trousers and organic denim jeans, vests, T-shirts and scarves. For men, it will offer T-shirts, polo shirts, sweats, chino trousers and denim jeans.

"Wild Earth Cotton represents a major step forward in the provision of fully traceable sustainable fashion at no extra cost to the consumer," said Derek Binns, UK commercial director at Hermes Otto International.

"The Wild Earth Cotton collection bridges the 'values to action' gap frustrating the growing body of ethical and sustainable orientated consumers."

Hermes Otto International is part of the Otto Group, one of the world's biggest online retailers for fashion and lifestyle products. With 27 offices in 20 countries and a glocal supplier and manufacturer network, H-OI provides sourcing and related services to customers all over the world.