Wild Earth Cotton x CMiA African cotton casualwear

Posted on November 5, 2011

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Wild Earth Cotton at EFF Source Expo - image copright Africa Fashion Guide

Wild Earth Cotton

Cotton Made in Africa & Merison/Hermes Otto International announce the “Wild Earth Cotton” casual clothing collection for autumn 2012. Aid by Trade/Cotton Made in Africa and Hermes Otto International made a Cooperation agreement in respect of Hermes Otto International’s new sustainable brand “Wild Earth Cotton” featuring Cotton Made in Africa.

We recently met Derek Binns and team from Wild Earth Cotton at the recent Ethical Fashion Forum Source Expo

CMiA logo

Since 2005 Cotton Made in Africa (CMiA) has directly benefited thousands of African Cotton farmers and their families. At the same time the CMiA program has succeeded in improving yields and encouraging best practice regarding use of pesticides and sustainable production methods. The Wild Earth Cotton collection will appeal to the growing demand from ethical and sustainably conscious consumers in the UK and Germany who want to buy attractive contemporary casual fashion at everyday prices.

Wild Earth Cotton is a collection of mid to premium market Ladies and Men’s casual fashion designed to reflect the ethos and fashion influence of the sustainable CMiA cotton at its heart. The Wild Earth Cotton collection will evolve to include other better cotton products including recycled, organic and Fairtrade. A track and trace system will show how the necessary accreditations and compliances are in place and transparent throughout the supply chain. The first collection will be available in store in the UK and Germany during autumn 2012. USA launch is scheduled for Summer 2013.

Wild Earth Cotton at EFF Source Expo - image copyright Africa Fashion Guide

Derek Binns Hermes Otto International UK Commercial Director comments: “Wild Earth Cotton” represents a major step forward in the provision of fully traceable sustainable fashion at no extra cost to the consumer. The Wild Earth Cotton collection bridges the “values to action” gap of pent up demand from the growing body of ethical and sustainable orientated consumers”.

Womens styles are minimalist with a touch of fashion detailing. Fine lightweight jerseys, soft cotton knitwear, including a cotton shirt with a touch of linen and a shirt dress style. To complete the range they have soft structured trousers and organic denim jeans. Also key are soft prints on tees, vests and scarves. They use a variety of buttons or tapes such as wooden buttons, floral printed or spots, stripes and cotton gros grain tapes.

Wild Earth Cotton at EFF Source Expo - image copyright Africa Fashion Guide

Mens product present more simple styles with detailing such as different buttons, a variety of coloured threads or different neck tapes. Including basic short sleeve tee, striped tee, henley tee, basic polo, long sleeve polo, a hooded sweat and a fashion sweat, chino trousers and denim jeans.

What we love is their packaging which also considers the environment.
– Recycled card tags, card pouches and boxes.
– Organic cotton bags with a subtle print.
– Hemp string as fastening.

Wild Earth Cotton at EFF Source Expo - image copyright Africa Fashion Guide

Hermes‐OTTO International is part of the Otto Group, a privately owned leading international trading and services corporation that is active in the segments multichannel retail, financial services and services. The Otto Group is the world’s biggest online retailer for fashion and lifestyle products. With 27 offices in 20 countries and a proven supplier and manufacturer network, H‐OI provides sourcing and related services to customers all over the world. Over the years H‐OI has been widening its portfolio, including: web‐based supply chain solutions, quality assurance through own Inspection Centers in Asia, as well as a growing range of ready to retail brands that have been added to meet today’s market challenges.

For additional information contact:

Derek Binns derek.binns@merisonuk.com

Phone Number: +44 (0) 194 346 3016

Look out for our feature on Cotton Made in Africa as well as many other African cotton companies on the blog and in our website and directory!

Posted in: Fashion, Textiles