MANCHESTER – Fast fashion retailer the Boohoo Group has partnered with Cotton Connect in Pakistan to adopt ‘sustainable’ materials cultivated by the programme’s farmers.

Cotton Connect is said to educate farmers on ‘sustainable’ production practices, which they themselves have said reaps a better yield and higher incomes. Boohoo will integrate certified REEL (Responsible Environment Enhanced Livelihoods) cotton within an upcoming collection.  

The retailer’s director of responsible sourcing and product operations, Andrew Reaney, commented: “We are committed to supporting the farmers and it is only year one of this partnership, we are looking forward to seeing what the future holds.”