Better Cotton Rewrites Its Rulebook, Starting at the Soil

The Better Cotton Initiative has remade itself as a standards system organized around regenerative farming. The group frames the change as a benefit to three parties at once: the land, the growers who tend it, and the apparel trade that buys from them. The stated aim is to move regeneration from a stated intention to something that can be checked and measured on the farm itself. For the reader who studies the label before admiring the hem, that is fine print worth knowing.

With reporting from WWD.