OTTO will be shining the spotlight on the subject of sustainability in its 360° campaign starting on July 19. The main scene will be an emotional TV commercial which will draw consumer attention to sustainable cotton from the Cotton made in Africa initiative.
OTTO will use the TV commercial to tell the moving story of the sustainably grown cotton, having had an advertisement produced on the issue of sustainability for the first time ever. The film footage conveys impressions of Africa and Germany and seeks to raise awareness of sustainable fashion among consumers.
"We want the campaign to call attention to the issue and engender a sense of responsibility," explains Dr. Michael Heller, Member of the OTTO Management Board for Categories and Deputy Spokesperson. "OTTO has been backing Cotton made in Africa for over 10 years now and helps almost 700,000 African smallholders to grow cotton more efficiently and more sustainably. What is more, 75 per cent of our own-brand products will be made with Cotton made in Africa and by 2020 the figure will have risen to 100 per cent." The relevant products advertised on otto.de carry the burgundy Cotton made in Africa label and the GOODproduct-Siegel label which verifies the credentials of all sustainable products at OTTO.
"In promoting fashion from the Cotton made in Africa initiative, we are not cutting back on quality or style," said Anja Dillenburg, Head of Corporate Responsibility at OTTO, "but we are cutting greenhouse gas emissions and water consumption. This is good both in terms of preserving the natural resources and protecting the health of the people who grow our cotton. It is therefore a positive way to make consumers a little more conscious of sustainability as they go through life," added Dillenburg. "It is a great result for us to see that our partner OTTO is consistently changing over to purchasing sustainable raw material," said Tina Stridde, Managing Director of Cotton made in Africa. "In broadcasting this advertisement, OTTO is demonstrating how important the Cotton made in Africa initiative is for the company. It additionally shows that it offers the customer genuine value added. Shining the spotlight on the concerns of smallholders in a large-scale advertising campaign is a major step forwards for the future."
The 30-second commercial will be seen on TV as from today (July 19, 2016). It will be accompanied by background information and videos on social media, YouTube and otto.de, including an interview with Dr. Michael Otto, founder of the Aid by Trade Foundation and supporter of the Cotton made in Africa initiative.
Get to know more about the campaign and watch the videos here: www.otto.de/nachhaltigkeit.
To watch the TV spot directly, follow this link.
As part of the Otto Group, OTTO is one of the most successful e-commerce companies and the largest online retailer of fashion and lifestyle in Germany. OTTO generates about 85 percent of its total revenues through otto.de and other specialist online shops.
Laura Chaplin, the granddaughter of the world-famous actor Charlie Chaplin, is lined up to start working immediately as an ambassador for the Cotton made in Africa (CmiA) initiative. The initiative is committed to sustainable cotton to fight for better living conditions for hundreds of thousands of families in Africa and, at the same time, to ensure a sustainable basic supply of raw materials for the fashion industry. The designer will create a collection for Cotton made in Africa under the new cooperation agreement. First designs to emerge from the collection in the making, Smile by Laura Chaplin, will be revealed at the Ethical Fashion Show during Berlin Fashion Week.Laura Chaplin had a sheltered upbringing as the granddaughter of Charlie Chaplin, surrounded by artists and celebrities at the home of the world-famous actor. Instead of taking these circumstances for granted, she is fighting to raise awareness for the needs of people who have grown up in a less privileged world. In her role as ambassador for Cotton made in Africa, she is making a stand for the African smallholders and their families.Cotton made in Africa and Laura Chaplin are united in the goal of creating a hope and a stable future for people all over the world. This common purpose led to the idea of a joint collection with a view to drawing further attention to this matter. "Working with Cotton made in Africa is a labor of love for me and I am looking forward to getting started on the collection," said Laura Chaplin. With her collection Laura Chaplin would like to call attention to the people behind the Cotton made in Africa initiative the African smallholder cotton farmers and their families. The aim is to use fashion as a vehicle to put a face to their name in the world of fashion and to add to the enjoyment of life for both the families of the smallholders and the consumers. As an ambassador of Cotton made in Africa, she is joining the initiative in fighting to give the people in Africa prospects in their own country so that they do not need to leave their homeland and embark on the dangerous journey to Europe in order to realize their dreams. The Smile by Laura Chaplin collection will be produced by the Fashion for Teams mail order and delivery service. Sustainability criteria will be met, from the cultivation of the raw material to the making of the end product. Fashion for Teams is a social enterprise which does not work for its own profit. The proceeds from the collection will be used by the Cotton made in Africa initiative for the benefit of the CmiA smallholders, their families and the conservation of nature. The first designs in the Smile by Laura Chaplin collection will make their debut appearance at Fashion Week in the Fashion for Teams booth at the Ethical Fashion Show at the Postbahnhof in Berlin from June 28 to 30, 2016.
About Fashion for Teams
Fashion for Teams is a mail order and delivery service for sustainable textiles which has been set up as a social enterprise. Fashion for Teams was started by the ATAKORA Fördergesellschaft which was founded in 2005. It is possible to order individual products with style and team spirit. The proceeds from Fashion for Teams benefit the Aid by Trade Foundation and its Cotton made in Africa initiative for the protection of the environment and the improvement of living conditions of African cotton farmers. For further information, please visit www.fashionforteams.com
Photo credit: chrissinger.com
Since 2013, the Aid by Trade Foundation (AbTF) cooperates with the African Cotton and Textiles Industries Federation (ACTIF) to promote the sustainable cotton and textile industry in Sub-Saharan Africa. To strengthen their cooperation, AbTF and ACTIF now announce their strategic partnership for more value addition in the African cotton and textile industry. The two organisations have set themselves the goal to increase productivity, competitiveness and sustainability of cotton production and to strengthen the textile production in Africa together.
“The Aid by Trade Foundation and its Cotton made in Africa (CmiA) initiative is the most important program for sustainable cotton production in Africa. With the sustainable and certified CmiA cotton we can lay a reliable foundation for our business which aims to build up an integrated textile value chain on the African continent suitable for the domestic as well as international textile market”, says Jaswinder Bedi, Chairman of ACTIF.
With their cooperation both partners go a step further in their aim to strengthen Africa’s role within the cotton and textile sector worldwide. As more and more retailers and suppliers are pursuing the development of the textile market in Sub-Saharan Africa or are already moving parts of their production to the African continent - like e.g. H&M, PVH, Tchibo or Bestseller - AbTF and ACTIF cooperate to respond to the increasing demand for sustainable cotton and textile products made in Africa.
“We are pleased about the cooperation with ACTIF, which fits well with the optimism in the African textile sector. Our partner is an expert and promoter of regionally and vertically integrated textile supply chains on the African continent. Together, we offer retailers and brands that are looking for sustainable and traceable textiles from Africa, a simple solution - from raw material to finished product“, concludes Tina Stridde, Managing Director of the Aid by Trade Foundation.
The mission of ACTIF is to promote trade and increase market access for the cotton, textile, and apparel industry in Africa. This mission is informed by its vision, which is an integrated cotton textile and apparel industry that effectively competes on the world market.
Jack & Jones - one of Europe’s leading producers of menswear - cooperates with the Cotton made in Africa (CmiA) initiative to combine fashion with sustainability. As first CmiA Demand Alliance partner in Denmark, Jack & Jones now offers clothes carrying the CmiA seal which are completely made in Uganda - from cotton field until finished product. By purchasing textiles with the CmiA sustainability seal consumers can directly support to improve the living conditions of smallholder cotton farmers, protect the environment and create job opportunities within the textile value chain for the local communities in Uganda.
As first Danish textile brand JACK & JONES now offers clothes that carry the Cotton made in Africa sustainability seal. Special about these items are the added values for the people producing them across the complete textile value chain in Uganda. “In JACK & JONES we love cotton and it is our most important raw material. Through our ambitious Cotton Strategy we want to support that cotton is grown under better social and environmental conditions. Our partnership with Cotton Made in Africa supports this goal”, says Dorte Rye-Olsen, Sustainability Manager at JACK & JONES and adds “For our CmiA labelled products we have taken a further decisive step. By partnering with Fine Spinners Ltd. - a vertically integrated textile company based in Kampala - we are establishing a fully integrated textile production chain from field to fashion in Uganda. We can thereby increase the textile value addition within the cotton producing country and take care that all our CmiA labelled products can be completely traced back within our textile value chain from the final product in the store down to the South-Western CmiA growing region in Uganda.”
For Tina Stridde, Managing Director of CmiA, the cooperation with JACK & JONES and the recent development from Cotton to Textiles made in Africa initiates a major shifting point in the history of CmiA and for the textile industry in Uganda: “With JACK & JONES we have won a partner that invests in long-term relationships between the Ugandan cotton and textile industry and the international consumer market. Thereby, CmiA smallholder farmers, workers along the textile production chain in Uganda as well as consumers worldwide can directly profit. We are looking forward to a fruitful cooperation with JACK & JONES where CmiA cotton lays the basis for their engagement in Uganda.”
CmiA labelled products directly support smallholder cotton farmers who stand at the beginning of the textile supply chain to produce a sustainable raw material for the textile supply chain. The farmers profit from fair working conditions and learn how to improve their livelihoods and that of their families. Every purchase of a product bearing the official wine-red CmiA seal furthermore helps to protect the environment as CmiA excludes the utilization of GMO seeds or hazardous pesticides, excludes irrigation and bans cutting of primary forests.
JACK & JONES The story of JACK & JONES begins in 1990 when BESTSELLER sends a young, fiery soul to the Oslo fashion fair with a modest, but carefully chosen collection aimed at young men. The reception exceeds all expectations and the creation of a new menswear brand is a reality. In the following years JACK & JONES manifests itself as one of the strongest jeans brands on the market and within a few years, the brand has several hundred stores. Today JACK & JONES is one of Europe’s leading producers of menswear with more than one thousand stores in 38 countries and thousands of wholesale partners all over the world. Jeans are still regarded the backbone of JACK & JONES’ business. We continue to have a high level of expertise when it comes to the craftsmanship, quality and design of jeans, and JACK & JONES is nowadays defined and represented by seven unique brands: JACK & JONES VINTAGE CLOTHING, PREMIUM by JACK & JONES, ORIGINALS by JACK & JONES, CORE by JACK & JONES and JACK & JONES TECH, JACK & JONES JEANS INTELLIGENCE and JACK & JONES FOOTWEAR The CmiA t-shirts are designed under CORE by JACK & JONES.
The World Day to Combat Desertification and Drought prompted the Aid by Trade Foundation (AbTF) to use funds from the Otto Group to help two local non-governmental organizations - REDERC-ONG and OeBenin - to set up an eco-center in Benin in West Africa. The eco-center with adjoining library and teaching center shall improve the living conditions of the rural population in the region of Tanguiéta, to halt the progression of climate change, to preserve the heritage of the people for future generations, and to combat causes of flight.
The people living in rural Africa in particular depend on the land for their livelihood. Some 135 million people - as many as live in Germany and France put together - are at risk of becoming refugees as the fertile land turns to desert. About 60 million people will most probably have to leave the arid regions in sub-Saharan Africa and flee to North Africa and Europe.
It was this plight, which prompted the idea of the eco-center. It is about protecting biodiversity and preserving soil fertility in order to bring hope to prospective generations of a future in rural Benin and to set in motion a learning process for improved living conditions in harmony with nature. These are the aims of the new center, which has just opened in Tanguiéta in the north of Benin in West Africa. The Aid by Trade Foundation is supporting the project with surplus funds from a project grant donated by the Otto Group.
The project target in particular women and schoolchildren. They will be key to the success of the project in spreading the word and sharing their knowledge. The vision is that they will become ambassadors for environmental protection. It is therefore essential to work with the local schools and with women's groups. Schoolchildren and women will learn how to plant trees. At the same time, the women will be trained how to earn extra income for themselves and their families by growing vegetables and fruit trees and processing the crops. The background aims of both projects are to encourage the village folk to adopt a more sensitive approach to nature and to show the rural population how additional income can be generated while still protecting the environment.
About REDERC-ONG and OeBenin
The Réseau de développement des réserves naturelles Communautaires (REDERC) and the NGO OeBenin work in the north of Benin with schools and women's groups in the Pendjari Biosphere Reserve, helping to spread the cultivation and use of organic farming products (vegetables, soya) and the planting of local fruit trees, such as mango, tamarind, baobab and shea. In addition to improving biodiversity, the extra income earned by the women helps to improve school enrollment rates among the children.
For further information please visit www.facebook.com/OeBenin // www.pendjari.net
Cotton made in Africa (CmiA) is an Aid by Trade Foundation (AbTF) initiative that helps African smallholders help themselves through trade. Specifically, it works for protecting the environment and for improving the living and working conditions for a large number of cotton farmers and their relatives in Sub-Saharan Africa. Therefore, an alliance of international textile companies built up by CmiA buys the sustainably grown cotton, integrates it into its textile value chains and pays a license fee to the foundation. The license fees paid by the demand partners are reinvested to benefit smallholder farmers and their families in the project countries directly. More than 670,000 smallholder farmers and their family members included more than 5.6 million people from Cameroon, Ethiopia, Ghana, Ivory Coast, Mozambique and Malawi as well as Zambia, Zimbabwe, Tanzania and Uganda are currently part of the CmiA program. A small red label on the product shows the consumer that with his purchase he has done something particularly good for the people in the producing countries and the environment.
Get a short overview about Cotton made in Africa here.