It’s always encouraging to see a strategy take shape in real life.
In 2024, we chose to refocus. During 2022 and 2023, we diversified our raw material mix and reduced our reliance on cotton. That shift brought new learnings and introduced fibers such as hemp and recycled wool, each with its own strengths and challenges. But with our relatively small volumes, it also limited our creative flexibility and meant we invested less in fairly traded and Regenerative Organic Certified® cotton. We saw the impact in both our collections and our sales.
So in 2024, we returned to our core fiber: organic cotton. And this strategy is paying off.
There is still important work to do to increase awareness around organic cotton and better farming practices. Through standards such as Fairtrade International and Regenerative Organic Certified® (ROC™), we support farming systems that aim to create measurable social and environmental benefits. Cotton also gives us greater design freedom — more colors, more prints, more possibilities.
Organic cotton remains our most important fiber from an environmental, social, and business perspective.
In 2025, cotton represented 83% of our total raw material consumption, up from 78% the year before. The share of Fairtrade and/or ROC™ cotton increased to 51.2%, compared to 47.2% in 2024. With this shift, we reached one of our key objectives: at least 50% of our total raw material volume is organic cotton certified by Fairtrade and/or ROC™.
We also expanded our use of recycled cotton, which helped us maintain a recycled fiber share close to 10%. In 2025, this figure stands at 8.9%, mainly due to a further reduction in recycled wool. We were not fully satisfied with the hand feel of the fabric, and the available recycled wool blends did not meet our expectations in terms of composition.
Our new 100% recycled cotton jeans have been the main driver of this development, and we plan to continue building this program in the years ahead.
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