The German 45-year-old womanswear brand Marc Cain has achieved some of its sustainability targets ahead of time.

 



Despite it has set the goal to use 50% more sustainable cotton by 2023, as disclosed in the company's first sustainability report for the year 2020, the brand and has achieved it in 2022 before the target time set.

BCI cotton growers
Photo: BCI/Seun Adatsi
BCI cotton growers
While quality, durability and comfort continue to be top priorities for the premium label, Marc Cain is selecting its cotton with the aim of reducing the ecological and social impact of this material's production. For these reasons, it has selected alternative qualities of cotton like, for instance, Better Cotton Initiative, certified organic and recycled cotton, and Supreme Green Cotton.

 



These types of cotton have specific advantages. Better Cotton Initiative, for instance, trains farmers to use water efficiently, protect soil health and natural habitats, reduce the use of the most natural habitats and of the most harmful chemicals. Along with that, the organisation helps to protect and respect the rights and welfare of workers.

Marc Cain Rethink Together
Photo: Marc Cain
Marc Cain Rethink Together
Organic cotton is cultivated without the use of synthetic fertilizers or pesticides, recycled cotton, on the other hand, saves resources by spinning existing material into a new fiber.

 



In addition to the selection of the material it uses, Marc Cain's corporate policy is firmly anchored to sustainability and is working to integrate this aspect into all areas of the company, according to a holistic view.

 




While keeping its product quality's high standards, the company's own sustainability vision is guided by the aim of thinking in an innovative way, striving for transparency in its supply chain, and engaging its long-standing business partners, 65% of whose are based in Europe, in a constant dialogue.

Marc Cain Rethink Together label
Photo: Marc Cain
Marc Cain Rethink Together label
From this approach they developed the "Rethink Together" label, a recognisement for its most sustainable products, added as a hang tag on the article and a sewn-in woven label on each item that has deserved such achievement.

 



Products granted as "Rethink Together" are particularly environmentally friendly, produced according to cross-product sustainability activities­–from the material to the finishing and respecting terms of social requirements.

Marc Cain Rethink Together label
Photo: Marc Cain
Marc Cain Rethink Together label
Each article that receives the "Rethink Together" label has to be made of at least 50% sustainable main material and certified according to a standard for sustainable materials accepted by the company.



Another must-have characteristic for "Rethink Together" is that they have to go through an environmentally friendly production process. For instance, the wet process, that includes washing, dyeing, printing, has to meet strict chemical management requirements, while innovative, resource-saving production methods are used to manufacture them.




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