Singer-songwriter Liam Payne is the face of the new HUGO BOSS capsule collection, which supports the Cotton made in Africa initiative, promoting the sustainable cultivation of cotton on the continent.
Cotton accounts for around half of the total material used by HUGO BOSS and therefore has a significant impact on our sustainability activities. The cotton plant requires a lot of water while growing. In conventional cotton cultivation, this is supplied primarily through artificial irrigation. In addition, chemical pesticides and fertilizers are used. To reduce this negative impact on the environment, HUGO BOSS has set itself the goal of sourcing 100% of its cotton from more sustainable sources by 2025.
Since 2019, we have been accompanied on this journey by the Cotton made in Africa initiative, among others. It pursues the goal of helping African smallholder farmers to help themselves, for example via trade rather than donations. This enables them to improve their living and working conditions and to promote the protection of the environment. With the help of training courses, they also learn cultivation methods that increase yields. This allows the local smallholder farmers to make more profit from their work and, in doing so, improve their standard of living in a sustainable way. Conventional artificial irrigation does not take place, as African smallholders practice rain-fed cultivation. Cotton made in Africa also works locally to promote decent employment and to protect soil, water, biodiversity, the environment and the climate.
All nine unisex styles in the HUGO x Liam Payne capsule collection are marked with the Cotton made in Africa logo. Learn more about the collection here.