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Cotton Essentials Range

The Tiger Tim Cotton Essentials range featuring CmiA

Cute Tiger Tim Character, Sustainability to the Rescue speech bubble

The fashion industry is responsible for 10% of all global carbon emissions which is more than the shipping and aviation industry combined. It has been projected that, by 2050, this is set to grow to 25% of the global carbon budget – an alarming trajectory.

Every second, the equivalent of one rubbish truck of textiles is sent to landfill or burnt. So besides reducing our consumption we should all try, where possible, to recycle, repair, resale, rent and repurpose clothes to mitigate the impact of wasteful fashion.

Across much of the world around 75% of the clothes in our wardrobes go unworn. So we decided to make the Tiger Tim Cotton Essentials range, a range that not only reflects what people most frequently wear, the ‘essentials’, but to properly ensure these clothes are also sustainable, purposeful and desirable in a way that expresses the wearer’s environmental and ethical activism.

So, we have teamed up with The Otto group and Cotton made in Africa (CmiA) Tim Cotton Essentials range which will be limited to a cotton essentials line that people generally need to replace such as totes, t-shirts, sweat shirts etc. Much of the negative impacts associated with clothing can come from the raw materials especially at the farming stage. Cotton is the most widely used raw material in fashion and conventional cotton cultivation has negative impacts on our planet. CmiA is an internationally recognized standard for sustainably produced cotton.

hands holding cotton
Man working with sustainable cotton

The range is made with Cotton made in Africa which protects nature and works with one million smallholder cotton farmers across Africa who benefit from agricultural trainings and trading opportunities so they can work themselves out of poverty so it’s not charity – its real empowerment at real scale. CmiA cotton is rain-fed cultivated thereby saving scarce water resources.

The Otto group who are producing the range takes responsibility for its activities, which also means looking at the whole value chain in a sustainable way by identifying the social and environmental impacts of its business activities.

In a social media era of campaigning, this Tiger Tim Cotton Essentials range features activist slogans for socially conscious consumers and fashionistas to express our collective campaigning through our buying choices which would send a clear message calling for more caring production practices. These are not empty slogans, these products are ‘walking the talk’ – campaigning for high impact programmes and policies.

Social justice hero Tiger Tim is not a fictional hero, he is driving real change. Against a backdrop of vast inequality, Tiger Tim is the Real Aid Campaign mascot, a super cute hero cub, will help keep social justice issues, particularly poverty and climate change issues high on the global agenda.

By buying the Tiger Tim Cotton Essentials range you are helping to raise awareness for CmiA who are empowering African smallholder cotton farmers to trade themselves out of poverty, as well as driving the Real Aid Campaign which is actively transforming policies to deliver bigger and better aid. To help charities to scale, to help overcome some of the biggest threats facing humanity.

Tiger Tim, the Otto group and Cotton made in Africa are working together to help create more sustainability and transparency in the textile supply chain and we align our brand values with a core belief that citizens, civil society, corporations and countries should unite to overcome poverty and climate change.

Cotton Essentials Tote, Model image

About Cotton made in Africa (CmiA)

CmiA trains African smallholder farmers in sustainable and efficient cultivation methods helping them to lift themselves and their families out of poverty. CmiA cotton is rain-fed cultivated thereby saving scarce water resources to help protect nature. About one million cotton farmers across 10 Africa countries cooperate with CmiA and six million family members benefit from the support. CmiA was founded by one of Germany’s most successful entrepreneurs, Prof. Dr. Michael Otto. www.cottonmadeinafrica.org

The Otto Group is a globally active group of retailers and retail-related service providers with around 52,560 employees and sales of 13.4 billion euros. Through 30 major company groups it has a presence in more than 30 countries in Europe, North and South America, and Asia. Chaired by Germany’s leading corporate sustainability pioneer and prominent entrepreneur, Dr. Michael Otto, The Otto Group is one of the world’s largest online retailers. www.ottogroup.com