Adidas has certainly earned its stripes when it comes to social responsibility this year. The legendary footwear company has helped lead the Better Cotton Initiative as a founding member, and this week the brand is taking its new ethical approach seriously as it cut ties with 9 of its suppliers due to their non-compliance with fair and sustainable practices, including working hours and chemical safety.
Cotton is the most widely used material in the fashion and textile industry, however it is also the thirstiest. It takes 400 gallons of water to grow just one shirt. Adidas is working towards sourcing more sustainable cotton, supporting farmers by helping them to produce the fibre in a more environmentally friendly way.
The initiative came after a trip to India in November 2011, where the company’s sustainable materials manager Philipp Meister set out to learn more about eco-friendly farming. Meister came back with a goal for Adidas to be using 40% better cotton by 2015 and 100% by 2018, which he claims the footwear company is on track for achieving.
Click here for Adidas’s 2013 sustainability report.