SUMMARY
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The world’s second largest fashion retailer, Hennes & Mauritz AB (H&M), is looking for partners in Asia to help them produce sustainable cotton they can use for their garments. Through the Better Cotton Initiative (BCI), a partnership between the World Wide Fund for Nature (WWF) and major brands like H&M and Ikea, H&M Global Sustainability Manager Fredrik Rosenholm says they were able to reach cotton farmers and teach them to farm cotton, a water-wasting crop, with less pesticides and water. “Asia is very important to us. A lot of the production of the raw material, the cotton, is in Asia. A lot of the production facilities are in Asia. A lot of the future consumers are in Asia,” Rosenholm said.
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