With blockchain technology, the new collection of jeans allows tracking from the cotton plantation to the making of the pieces.
Advancing in its daily commitment to promoting fashion with a positive impact on workers, customers and the environment, C&A Brazil, in partnership with the movement I’m from Cotton, announces the launch of its second women’s traceable jeans collection. This action is made possible by SouABR, a traceability program via blockchain technology, which guarantees transparency in the production journey of each piece, from the planting of cotton with socio-environmental certification to the consumers’ wardrobe.
This launch featured a blend of 53,460 kg of cotton produced on five Brazilian farms, 2,207.23 kg of yarn and 3,713.40 m of fabrics from Santana Textiles, which, after the work of Emphasis, resulted in 2,500 pairs of pants. tracked jeans. The pieces will be available in 53 physical stores across Brazil, in addition to the C&A app and website, from February 19th.
The new pieces combine sustainable attributes, as they are natural and biodegradable, in addition to being produced preserving natural resources and respecting biomes, and traceability in fashion, a Brazilian pioneer.
According to Hussein Rodrigues, commercial director at C&A, this second collection represents an acceleration in the process of expanding the traceability of the retailer’s launched collections. This mechanism provides a tangible connection between the consumer and the production process, because it allows each piece to tell the story of its journey, from the cotton plantation until it reaches the hands of our customer. For C & A, telling this story is very important, our commitment to responsibility and transparency”, he highlights.
More responsible fashion starts at the origin of the raw material
All the cotton used in the production of jeans in this national collection has the socio-environmental certification ABR (Responsible Brazilian Cotton). This is a protocol with 183 verification items distributed across eight criteria: employment contract, prohibition of child labor, prohibition of work analogous to slavery or in degrading or unworthy conditions, freedom of union association, prohibition of discrimination against people, occupational safety and health , work environment, environmental performance and good practices.
By ensuring the use of this raw material, the consumer is guaranteed to choose a product that respects the environment and the people who work at the origin of the item.
SouABR, launched by Sou de Algodo, is the first program in the country to guarantee traceability in fashion. Unifying certified Brazilian cotton with production transparency in the textile industry is a way of making a more responsible value chain tangible, which meets the demand of an increasingly demanding consumer. A partnership of this magnitude increases visibility about our fiber and the competitive potential it presents to the market, explains Alexandre Schenkel, president of Abrapa.
C&A’s commitment
Since 2006, the company has worked to create an ecosystem with more responsible production and more sustainable raw materials. Currently, more than 95% of the total cotton used in production is purchased from certified producers.
Furthermore, the brand develops and monitors partners on several fronts. In 2023, for the sixth consecutive year, C&A was the best positioned brand (#1) in the Brazilian Fashion Transparency Index (ITM), an initiative of Fashion Revolution Brasil, which measures the extent to which policies, practices and social impact and environmental impact of each value chain of the largest Brazilian retailers are disclosed.
And since January this year, C&A has been included in the B3 Corporate Sustainability Index (ISE B3) portfolio. The portfolio brings together 78 companies that stand out for having the best practices in ESG (environmental, social and governance).
Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens
