Making the label count for cotton: why accurate sustainability metrics matter.
Cotton is one of the world’s most important natural fibres - renewable, biodegradable, and vital for the livelihoods of millions of farmers. Yet today, the way its sustainability is measured could define its future. Increasingly, global textile markets are shaped not just by fashion trends, but by environmental labelling systems intended to inform consumer choices. Among these, the European Union’s Product Environmental Footprint (PEF) methodology has emerged as a frontrunner, designed to underpin future product labelling and green claims. But behind the promise of transparency lies a critical challenge: current environmental impact models often fail to reflect the true benefits of natural fibres like cotton . The risk? Simplified scoring systems may unintentionally favour synthetic fibres - oil-based and persistent in nature - over fibres that are renewable and biodegradable. For cotton , this could have far-reaching implications for demand, market access, and its role in deliveri...