On the occasion of the European premiere of the National Geographic documentary “For the Love of Fashion", water and sustainability advocate, Alexandra Cousteau, and C&A Chief Sustainability Officer, Jeffrey Hogue, emphasized the need for a paradigm shift in the cotton value chain. “Approximately half of all clothes manufactured globally are created with cotton, but conventional cotton farming risks harming our planet irreparably", said Cousteau. “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 because more sustainable cotton does have significant advantages for people and the planet", Hogue said.
In the 60 minute documentary, Cousteau travels to India, the United States and Germany, and reveals how crucial the shift is to more sustainable methods of production. 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.
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 sustainability experts, as well as C&A Foundation cotton specialists, to understand why there is a global need to go organic and such a necessity for international action.
The documentary will premiere on National Geographic Channel in May in select markets. Check TV Listings for local airing times by market at www.natgeotv.com
“Ultimately, we would like to inspire brands and consumers because more sustainable cotton does have significant advantages for people and the planet”C&A Chief Sustainability Officer Jeffrey Hogue