Nativa Cotton is made in Europe with the company stating it verifies every stage of cotton growing, sourcing, and production under the Nativa Regenerative Programme.

Nativa explained it hopes its regeneratively farmed cotton will help towards the wider fashion industry’s sustainability commitment given 65% of cotton fibres are found in consumer wardrobes worldwide.

The company pointed out all Nativa Cotton products incorporate blockchain technology, offer digital tracking and can be logged at every step of the fibre’s journey to ensure transparency and traceability.

Partnering with Nafpaktos Textile Industry SA, based in Greece, the programme is said to be a robust system with with a triple-impact based on scientific research and data.

The Nativa Regenerative Programme claims to ensure a farm-to-fibre cycle entirely within the EU, adhering to EU standards in labour and environmental conservation rights.

Nativa’s Regenerative Agriculture Programme is said to foster land protection and soil health but also support farmers’ livelihoods and local communities.

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By implementing regenerative agricultural practices, Nativa aims to increase organic materials in the soil by 20% over five years, while simultaneously reducing pesticide usage by 25% with an eventual aim of zero pesticide reliance.

“As part of Nativa’s goals of positively impacting the supply chain for a more sustainable system, we wanted to expand our reach from wool into new fibres,” said Maria Estrada, Nativa’s global director of the Regenerative Cotton programme.

She added: “With cotton playing such a significant role in the fashion industry, it was only natural to extend our programme to this iconic fibre.”

The first crop of Nativa Cotton is set to be planted in the upcoming sowing season, with harvesting scheduled between October and November of this year.

The fibre supplier is collaborating with partner luxury fashion brands such as Stella McCartney, Gucci, Pangaia, and COS to share the stories of its farmers.

In November womenswear label ba&sh partnered with Nativa for its Regenerative Agriculture Programme to further strengthen its commitment to developing and financing regenerative agriculture projects.