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Good Earth Cotton range from Napapijri

Embedded FibreTrace luminescent pigments create a unique signature for fibre verification.

13th June 2024

Innovation in Textiles
 |  Australia

Clothing/​Footwear, Sustainable

Premium lifestyle brand Napapijri has launched a range of sustainable summer essentials for men, women and kids, using Good Earth Cotton.

The Australian-grown Good Earth Cotton programme focuses on regenerative farming that improves soil health, enhances biodiversity and sequesters carbon, ensuring that it not only has a neutral impact on the environment but a net positive one.

Available now online and in select stores, the partnership between Napapijri and Good Earth Cotton highlights the brand’s aim to source 100% of its materials from regenerative, responsibly sourced, renewable or recycled sources by 2030. The range includes premium knitwear including T-shirts, polos and more.

“Napapijri interprets sustainability as a new form of creativity, an inspiration for new ideas, paths and innovation,” says Silvia Onofri, Napapijri president. “Our product and design teams work hand in hand to stay ahead of the curve and receptive to new possibilities in the textile world. Our partnership with Good Earth Cotton represents yet one more step in this direction.”

“Our verified regenerative Australian cotton allows Napapijri to create summer essentials from fibre that is kind to the planet,” adds Good Earth Cotton founder Dani Statham. “Powered by FibreTrace technology, the Napapijri Good Earth Cotton range also enables consumers to witness supply chain sustainability and integrity first-hand with a quick scan of a QR code.”

FibreTrace embeds luminescent pigments into the raw cotton, creating a unique signature to verify the fibre and track it across the global supply chain. FibreTrace also validates the data of the raw cotton fibre and sustainability improvements throughout the supply chain.

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