The collection, the result of a partnership with the Brazilian Association of Cotton Producers (Abrapa), features eight female models
Renner announced the launch of a collection of traceable jeans using blockchain technology and produced with socio-environmental certified cotton. The launch is part of the retailer’s initiative to reinforce its commitments to the sustainability agenda.
In total, the collection has eight female models, including six pants, a shirt and a jacket. The parts can be found on the brand’s e-commerce site and in physical stores in Rio Grande do Sul, So Paulo, Rio de Janeiro, Bahia, Pernambuco and the Federal District.
The launch is in line with our public sustainability commitments for the 2022-2030 cycle, which include the implementation of traceability systems in 100% of our clothing products made with cotton, as well as advances in controls on the origin of other textile raw materials . We want to be an agent of transformation in the fashion sector, adds the executive”, stated the general manager of Sustainability at Lojas Renner, Eduardo Ferlauto.
The launch is the result of a partnership with the Brazilian Association of Cotton Producers (Abrapa), through the SouABR (Sou de Algodo Brasileiro Responsvel) program, which began last year with the development of the first collection of women’s jeans traceable by blockchain in the country. .
The objective of the digital traceability technology developed by Abrapa is to guarantee full transparency about the origin and trajectory of each item, as it allows the monitoring of the entire production cycle, from the farm that grows the raw material to the spinning, weaving or knitting , confection and retail.
For over 10 years, Abrapa has been structuring its fronts to ensure the supply of a high quality fiber, produced with socio-environmental responsibility and whose origin is traceable. It was the producer’s wish that all these achievements would contribute to the delivery of these values to brands that want to bring transparency and credibility to the market and reach the consumer. We are very happy and proud to have Renner as a pioneering brand in this mission, starting a new journey towards the sustainability of fashion brands, added Alexandre Pedro Schenkel, President of Abrapa.
