H&M alters marketing around BCI cotton

STOCKHOLM – Swedish fast fashion brand H&M has told Apparel Insider it has removed information from its website which refers to BCI cotton as ‘sustainable’ as part of broader efforts to improve communication about cotton and other sustainability initiatives. The move comes amid what appears to be a gradual change of tack from the BCI, which recently used its website to tell its audience that it has never suggested Better cotton is “sustainable” (a revelation which may come as news to many of its members).

BCI told readers: “BCI is committed to only making claims that are credible and able to be substantiated. That’s why we never suggest that Better Cotton is categorically ‘sustainable’.”

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