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Better cotton

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

Styles in Better 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 sustainable 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