In 2018, 93 brand and retailer members of the Better Cotton Initiative (BCI) sourced more than one mn metric tonne of Better Cotton. The non-profit organisation experienced a record level of uptake as 93 retailer and brand members sourced more than one mn metric tonne of Better Cotton – that’s enough cotton to make around 1.5 bn pairs of jeans. Better Cotton uptake increased 45 per cent on the previous year, and at the end of 2018, retailer and brand member sourcing of Better Cotton accounted for 4 per cent of global cotton consumption. By integrating Better Cotton into their sustainable sourcing strategies and increasing sourcing commitments year-on-year, BCI’s retailer and brand members are driving demand for more sustainable cotton production worldwide.