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CEIN, one of Europe’s leading fashion groups, is moving forward in its journey towards sustainability and, for the first time, will use cotton originating from regenerative agriculture in products on sale next year. To achieve this, the company has joined forces with Materra, a British-Indian company which specialises in designing solutions for growing and sourcing future-proof cotton, including regenerative cotton, in order to move towards a fashion industry that is more respectful to the environment and people.

Thanks to the inclusion of this type of fibre in its collection, CEIN has reached a milestone in its sustainability strategy by using, for the first time, cotton that has been cultivated using sustainable agricultural practices with a positive environmental impact for the region and biodiversity.

In addition, CEIN will, for the first time, have complete traceability of its cotton value chain, from seed to garment. To achieve this, farmers in India will collect soil and crop data via Materra’s digital platform, called Co:Farm, that will provide unprecedent levels of transparency and allow Mango to monitor the evolution of indicators such as fertility, soil health, number of nutrients, use of water, machinery and pesticides, size of the plot used, among others.

“As a global fashion company, we have a clear goal: to help create a fairer society and reduce the impact of the fashion industry on the environment. This is why we have joined forces with key partners like Materra, who will help us move more quickly to ensure that 100% of the fibres we use are sustainable by 2030. The product is at the heart of CEIN and sustainability has been part of our DNA for over 20 years. For this reason we want to continue inspiring the world through collections that are responsible our environment”, Andrés Fernández, CEIN’s Sustainability and Sourcing Director, explains.

Cotton is currently the natural fibre used most by the fashion industry. Fibres originating from regenerative agriculture have a positive impact on both the environment and the farmers growing it given its contextual, outcomes-based approach, founded on the principles of restoring biodiversity, reducing resource usage (including the use of synthetic inputs) and raising farmer livelihoods and wellbeing.

Additionally, having outcomes-based incentives and long-term risk-sharing partnerships help support farmers transitioning to regenerative practices.
Based in London (UK) and Ahmedabad (India), Materra helps farmers implement a climate-resilient system for growing cotton. The company designs custom growing and sourcing programs, as well as mobile/web applications providing agronomy support to farmers while collecting live Tier-4 impact data in the process, thereby giving brands the opportunity to access truly traceable raw materials.