Better Cotton Initiative

Masai is a proud member of Better Cotton Initiative (BCI)

Since November 2020, Masai is a proud member of Better Cotton Initiative (BCI). BCI is the largest cotton sustainability program in the world. Masai’s membership of BCI means that we play a part in improving global cotton farming and more responsible farming practices.

We are committed to sourcing 100% of our cotton as “more responsible cotton” by 2025. More responsible cotton includes cotton sourced as Better Cotton, recycled cotton, Fairtrade cotton and organic cotton.

BCI trains farmers to use water efficiently, care for the health of the soil and natural habitats, reduce the use of harmful chemicals and respect the rights and well-being of workers. It’s a holistic approach to growing cotton in a more responsible way. Better Cotton is sourced via a system of Mass Balance and not physically traceable to end products. BCI Farmers benefit from the demand for Better Cotton in equivalent volumes to those we source.

Read more about Better Cotton and BCI at

Image: ©BCI, 2019 Cotton Ball Yarn

BCI by numbers

2.1 million licensed farmers

Produced in 23 countries

22% of global cotton is better cotton

(numbers from 2018-19 season)


Masai cotton dress
Masai cotton jacket
Masai cotton top


If you have any more questions about our work with with CSR, you might find the answers in our FAQ, where we explain how we work with our responsibility for people, society and the environment.

Go to FAQ