Fairtrade cotton is largely manufactured in Africa. India and Peru also produce their share, but it is the West African countries like Cameroon and Burkina Faso that are largely responsible for the world's exports. An industry started just five years ago, by these countries now celebrates its anniversary this month.
Presumably it also celebrates the lives that it has saved, enhanced, educated and fed. Especially in a place like Senegal, one of the poorest countries in the world.
But it is not enough. Not by miles. Buying fairtrade cotton needs to become like buying fairtrade coffee or chocolate in Europe. And to do this fairtrade has to become fashionable.
Dolly Jones, editor of vogue.com , says,"Ethical fashion works when it offers style first and its ethical advantages as a secondary benefit. That way, people will be prepared to pay the higher prices."
This rebrand first involves a glamorous ad campaign, featuring well-known UK faces like Lisa Snowden (the Clooney's-ex), Laura Bailey and Lisa Butcher. Next, a scarf project kicks off with well known designers creating scarves out of Fairtrade cotton for sale through ASOS.
This ethos comes with the support of the British Fashion Council. And this repositioning wouldn't work if the main existing high-street retailers of Fairtrade fashion in the UK - Marks & Spencer, Tesco, Sainsbury's, John Lewis, Laura Ashley, Debenhams, Monsoon and Topshop - weren't in synch, too.
It's not nearly enough yet, but it is a good start. Let's watch and review in a year.
