Fashion promoting organic natural fibers

Case Study

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What is the solution?

The elimination of harmful chemicals and the focus on organic natural fibers can make a significant contribution to improving natural ecosystems. In particular, organic cotton crops have been shown to bring fundamental improvements in biodiversity, water consumption and CO2 emissions compared to the culture of conventional cotton.

How does it #MoveTheDate?

Growing organic cotton saves an average of 91% water and 46% of CO2 emissions, compared to conventional cotton crops. In addition, organic farming practices nurture the soil, preventing top-soil erosion. Finally, organic cotton cultivation supports communities of small-scale farmers. 

How is it scalable?

Cotton is the second most produced fiber in the world. Unfortunately, organic cotton only accounts for just around 1% of the global cotton production. The advantages of organic cotton are obvious, however high barriers to entry prevent farmers from shifting from conventional to organic crops. With the right incentives and commitments to the farmers, the global share of organic cotton can be increased significantly. 

What is the solution?

The elimination of harmful chemicals and the focus on organic natural fibers can make a significant contribution to improving natural ecosystems. In particular, organic cotton crops have been shown to bring fundamental improvements in biodiversity, water consumption and CO2 emissions compared to the culture of conventional cotton.

How does it #MoveTheDate?

Growing organic cotton saves an average of 91% water and 46% of CO2 emissions, compared to conventional cotton crops. In addition, organic farming practices nurture the soil, preventing top-soil erosion. And more than five times as many wild plants and 57% more species can be found in organic fields. A quarter more birds are also found at the edge of organic cropland. Finally, organic cotton cultivation supports communities of small-scale farmers. 

How is it scalable?

Cotton is the second most produced fiber in the world. Unfortunately, organic cotton only accounts for just around 1% of the global cotton production. The advantages of organic cotton are obvious, however high barriers to entry prevent farmers from shifting from conventional to organic crops. With the right incentives and commitments to the farmers, the global share of organic cotton can be increased significantly. 

Hessnatur is a sustainable fashion brand founded in 1976. Conserving resources and bringing fashion into harmony with nature is at the core of Hessnatur’s DNA. Therefore, we strive to use only materials from nature in organic quality and exclude human- and environmentally toxic substances in the entire process. 92% of our products made from plant fibers have a certified organic origin.

We are in a crucial decade to save our planet: According to the assessment of relevant scientific assessment reports, humanity only has this decade to take appropriate action. As a company, we are very aware of our role and are actively participating in the change. And we offer solutions for a positive impact.

The company’s overarching goal was manifested at its inception: It’s about nature; about products that are in harmony with nature, people and animals. It’s about a future worth living. We call this ” Für mehr Morgen”, which means “for more tomorrow”. It is explicitly not about more consumption but, rather. about more nature, quality of life, health and fairness. And about making the effects of our actions transparent and optimizing them for the benefit of all.

We believe is supporting and encouraging the growth of organic fibers because genetically-modified seeds, harmful pesticides and insecticides are forbidden in organic farming. Crop rotation is also common practice in organic farming. These two factors – crop rotation and forbidden harmful substances – strongly promotes soil health, fertility and biodiversity. More than five times as many wild plants and 57% more species can be found in organic fields. A quarter more birds are also found at the edge of organic cropland. These are direct and measurable effects of organic farming on animal and plant biodiversity.

There’s no benefit in waiting!

Acting now puts you at a strategic advantage in a world increasingly defined by ecological overshoot. Countless solutions exist that #MoveTheDate. They’re creative, economically viable, and ready to deploy at scale. With them, we can make ourselves more resilient and #MoveTheDate of Earth Overshoot Day. If we move the date 6 days each year, humanity can be out of overshoot before 2050.