Global campaign highlights GOTS-certified organic cotton.

A month-long campaign aimed at promoting the sustainable and social qualities of Global Organic Textile Standard (GOTS) -certified organic cotton garnered significant industry support. The #BehindTheSeams initiative, which ran throughout September, saw participation from over 290 brands worldwide.

The campaign featured daily giveaways from various brands, including fashion, home textiles, and bedding companies. Notable home brands involved in the bedding giveaways were Naturepedic and Mungo. Holger Stripf, head of marketing at Global Standard, emphasized the campaign's educational value, saying it was a fun and engaging way to educate the public about eco-conscious living and the benefits of choosing organic textiles for human health and the planet.

In addition to highlighting the advantages of organic cotton, #BehindTheSeams also focused on ‘organic in-conversion’ farming. The campaign urged brands to support farmers during this critical transition period. The Organic Cotton Accelerator (OCA) partnered with GOTS to encourage brands, retailers, and stakeholders across the textiles industry to participate. OCA provides essential resources such as capacity-building, premium payments, and market linkages.

During the 2023-2024 cotton season, OCA worked with over 35,000 in-conversion farmers in India and Pakistan as part of a broader program supporting over 80,000 farmers. This impact has been made possible through the commitments of 16 brands participating in OCA's Farm Program.