Fruit of the Loom continues setting standards in sustainability

Iconic T in Athletic Heather

Fruit of the Loom has introduced a new colour for 2022, as well as joined the Better Cotton initiative.

Athletic heather is the new colour and a total of five styles – T shirts and polo shirts – will be available in the new grey shade. The sporty grey is sleek and elegant and suits every style. The special thing about athletic heather: the fabric is made of 90% cotton and 10% recycled polyester. This ensures that the fabric is comfortable and soft on the skin and is also fully in line with the sustainability initiative The Fruit Way, because it reprocesses and gives new life to recycled materials.

Alongside responsible production processes, Fruit of the Loom is constantly working on increasing its company standards and improving itself. In this regard, Fruit of the Loom is actively involved in improving cotton farming practices on a global scale and has recently also become a member of Better Cotton, an organisation aimed at helping cotton communities survive and thrive and at the same time protecting and restoring the environment.

A spokesman said: “We are proud to be a member of an organisation that improves global cotton production for people, for the environment and for the future of the industry.”

Better Cotton trains farmers in how to use water efficiently, respect the health of the soils and natural living space, reduce the use of harmful chemicals and respect fair working conditions.
So, if you decide for cotton products from Fruit of the Loom, you are helping invest in the mission of Better Cotton.

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