Better Cotton Initiative

We are a proud member of the Better Cotton Initiative (BCI). Shop Direct is committed to improving cotton farming practices globally with BCI. BCI makes global cotton production better for the people who produce it, the environment it grows in and the sector’s future. BCI trains farmers to use water efficiently, care for soil health and natural habitats, reduce the use of the most harmful chemicals and respect workers’ rights and wellbeing. Better Cotton is not physically traceable to end products. However, BCI farmers benefit from the demand for Better Cotton in equivalent volumes to those we source. Shop Direct is committed to sourcing 80% of our cotton as Better Cotton by 2021.