Why choose organic cotton? Cotton is one of the world’s most popular fabrics. But how much do we really know about it? It turns out most of us don’t know where cotton comes from or how it might impact the environment. 92% of us underestimate how much water is takes to make cotton and nearly 40% of us have no idea that our clothes could cause environmental damage. It takes 2,700 litres of water to produce one cotton t-shirt through conventionally grown cotton and it uses lots of toxic pesticides which can be damaging to the soil and the people growing the fabric. Is there another way? The best thing you can do is fall back in love with the clothes you already have or buy second hand, but if you need to buy something new choosing organic cotton over conventional cotton is an easy switch that's better for the environment and the people who grow the cotton. Organic cotton uses up 91% less water in the growing process (which is about as much water as you need for 3 and a half years!), it doesn’t allow the use of GM seeds and doesn’t use any toxic pesticides or chemicals. Want to know more? For this project we've teamed up with the Soil Association, head over to their website to find out more or watch our video below. Want to take action? The fashion industry needs to take action fast to help turn around its impact on the climate crisis. Join our campaign by urging your favourite brand(s) to stock organic cotton by posting on social alongside the hashtag #OrganicForThePlanet Click here to find a pre-populated tweet. Visit us Come and see the brand new installation at Westfield London showing how much water you could save by switching to organic from 10am-10pm 3rd and 4th October.