In launching the new garments, Cotton On Kids is also telling the stories of two cotton farmers from Emerald, in Queensland’s Central Highlands region who were filmed in the field earlier in the season. Cotton farmers Aaron and Carly Kiely along with Laine and Lucy Thompson, and their children, will feature in a series of in-store and online promotional material connecting consumers with where their cotton clothing started out in the field, according to a press release by Cotton Australia.

“We couldn’t be more excited about the launch of this new range, it’s something we have been dreaming about and planning for some time now and we can’t wait to bring it to our customers. Cotton On Kids is all about making a positive difference in the lives of not only our customers, but the people around us and we know that this new range featuring cotton grown right here in our backyard is going to be something they love,” Cotton On Kids head of customer, Marina Berber, said in a statement.

“We are thrilled to be working with Cotton On Kids to source sustainable cotton for their kids’ collection.  We’ve been working with the group since Cotton to Market began on a range of issues like Better Cotton and circularity and the time is now right to make the partnership official with a strong commitment to Australian cotton fibres. The Cotton On brand is a perfect fit because they see this as a long-term proposition – they want yarns and fabrics that are sustainably grown by trusted farmers – and Australian cotton farmers certainly tick those boxes,” Cotton Australia’s cotton to market supply chain consultant, Brooke Summers, said.

Fibre2Fashion News Desk (GK)