With cotton directly sourced from the female farmers, British fast fashion giant Primark has announced the launch of its maiden sustainable cotton pyjama line. The only-for-women collection features 16 different styles which will follow the format of ‘farm to store’.

The clothing brand has teamed up with CottonConnect and Self-Employed Women’s Association (SEWA) for the project. Primark aims to improve the working conditions of female cotton farmers and shift to more ethical trading practices through this initiative.

Katherine Stewart, Primark’s Ethical Trade and Environmental Sustainability director said, “For us, sustainable cotton is about reducing the environmental impact of cotton production, improving the livelihoods of the farmers, and doing so in a way that means we continue to deliver great value to our customers.”

With one in three women’s pyjamas coming from Primark in the UK, this category features as one of the best-selling high volume product offerings from the British clothing retailer. Known for its penchant for low pricing, Primark also plans to further increase its sustainable offering in the future.

–  Apparel and Textile News, Apparel Talk, Indian Apparel