Water experts and those in the fashion industry are emphasizing the need for a paradigm shift in the cotton value chain, especially in the farms of India. It is estimated that 2.4% of the world’s crop land is planted with cotton and yet it accounts for 24% and 11% of the global sales of insecticide and pesticides respectively. Organic cotton delivers substantial economic and environmental benefits, but represents less than 1% of the world’s total annual crop.
Addressing the gathering at the European premiere of “For the Love of Fashion”, Alexandra Cousteau, globally recognized leader on water issues and sustainability and Jeffrey Hogue, chief sustainability officer of the international fashion retail brand C&A, expressed support for sustainability practices.
“Approximately half of all clothes manufactured globally are created with cotton, but conventional cotton farming risks harming our planet irreparably”, said Cousteau at a screening event in Berlin. “We are excited to support a documentary that provides a window into more sustainable cotton practices. Ultimately, we would like to inspire Brands and consumers that more sustainable cotton has significant advantages for people and the planet,” Hogue said.
In the 60 minute documentary, hosted by Cousteau, who travels to India, the United States and Germany, and reveals to viewers how crucial the shift is to more sustainable methods of production.
In the documentary, Cousteau ventures to the cotton fields in the Madhya Pradesh, India to experience cotton production in action and meet with the local farmers whose lives have improved considerably after changing from conventional to sustainable methods of production.
From NGO workers in India and beyond, she also meets with industry leaders in Germany and the US. As one of the most forward thinking fashion retailers, Cousteau also interviews C&A’s sustainability experts to understand why there is a global need to go organic and such a necessity for international action. “European Fashion Consumers need to understand that their choice matters in order to support a sustainable development in cotton growing countries,” said Hogue.
Deborah Armstrong, Executive Vice President, National Geographic Partners Europe noted “National Geographic believes in the power of science, exploration and storytelling to change the world. How clothes are produced has an impact on our environment in a way that few people think about day to day. ‘For the Love of Fashion’ will highlight this impact, and potential solutions, in a manner that engages our audiences all around the world.”
The documentary will premiere on National Geographic Channel in May in select markets. – PRNewswire