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Australian Cotton
Beautifully soft against the skin yet made to endure, Australian Cotton brings together comfort and strength in perfect balance, designed to move, wear and wash well over time. Australian Cotton offers the kind of quality you can feel.
To celebrate World Cotton Day, we spoke with Robyn Lehmann, the Regional Manager for the Central Queensland cotton region, to understand more about one of our favourite materials, how its quality is assured, and why it’s so important.
Q: Why is quality cotton so important? As an industry, and to the individual?
The global cotton market is highly competitive, and while Australia may only be the third largest cotton exporter in the world, our cotton is recognised as some of the highest-quality cotton in the world.
We have developed a reputation for producing a premium, reliable and highly sought-after fibre, so maintaining that quality is incredibly important to the future and competitiveness of our industry.
Q: What makes cotton such a favourable material to have in your wardrobe?
Cotton feels clean, soft, crisp and breathable. I’ll reach for cotton garments in my cupboard over other materials every chance I get.
Quality cotton is something I can actually notice when wearing it. It feels good against my skin, it’s breathable, durable and versatile. I believe quality is about much more than just how a fibre looks. It’s about how it feels, how it performs, how long it lasts, and ultimately, what happens to it at the end of its life.
Q: What should customers be looking out for in the materials they wear?
It starts with simply becoming a little more conscious about what we’re buying and knowing where your clothes comes from. Sustainability isn’t necessarily about finding the “perfect” material. It’s about making thoughtful choices, buying things that you genuinely love and will wear for a long time, and looking after them so they last.
I would encourage customers to look for the Australian Cotton Mark. If a garment carries the Australian Cotton Mark, they can have confidence that the cotton’s been grown by Australian cotton farmers who are committed to responsible and sustainable farming practices, and that the cotton’s journey through the supply-chain can be traced back to Australian growers.
Q: How is Cotton Australia innovating? What are we looking forward to in this space?
One of the most exciting things about Australian cotton is that innovation is practically embedded in the industry. It’s an ongoing journey of learning, adapting and finding better ways to farm, finding that balance between producing a premium product and looking after the resources that make that production possible.
Traceability and sustainability are other areas that I think will become increasingly significant, as consumers and brands want to know more about where their cotton comes from and how it’s been produced. I think we’ll continue to see technology, traceability and sustainability come together in really positive ways, and I’m excited to see where Australian cotton can take that next.