February is, of course, the traditional time to spread love and cheer around in the spirit of Valentine’s Day, and Ted is no different. So as well as juggling flower orders and crafting chocolates for his many admirers, this year Ted’s decided to spread the love to the health of the planet. He’s enormously proud to announce that his new Cottoned On collection supports the Better Cotton Initiative (BCI).
‘But what does this mean? What is the BCI?’, Ted hears you cry. Well, quite simply, the Better Cotton Initiative is the biggest cotton sustainability programme in the world. Their aim is to make the system of global cotton production better, both for the people who produce it and the environments it grows in. BCI also provides education and training to famers across the globe, showing them how to care for the health of the soil and natural habitats, reduce their use of the most harmful chemicals, and implement the principles of decent work.
By working directly with farmers across the globe, teaching them to grow their crops in a more environmentally-friendly way while still increasing their yields, the BCI programme encourages a better way to farm to all involved. This includes commitments to women’s empowerment programmes and ending child labour; both of which, Ted’s sure you’ll agree, are hugely important.
But how about the end product? Ted’s latest Cottoned On collection is, as you’d expect, full of clever architectural-inspired details and fresh colours, with sharp pleats and a playful approach to proportion for an effortless take on everyday dressing. One thing to note though is that BCI cotton won’t necessarily be physically in the garment you buy. The cotton supply chain is incredibly complex, and cotton from different sources is blended together before being spun into cloth. By buying a piece from Ted’s Cottoned On collection, you are supporting BCI, and ensuring that more cotton farmers are learning sustainable farming methods, thereby allowing more sustainable cotton to enter the global supply chain.
You can find out more about BCI HERE, and explore Ted’s new Cottoned On collection in full HERE.
