O movimento Sou de Algodão

Brazil is the 4th largest producer and 2nd largest cotton exporter worldwide. More than 75% of domestic production has socio-environmental certification. The cotton produced in Brazil by Abrapa (Brazilian Association of Cotton Producers) members follows criteria such as the prohibition of labor of children, analogous to slavery or degrading work conditions, preserves biomes, respects and conserves natural resources and develops the economy of the producing regions.

That was how the Sou de Algodão (I’m made from cotton) came to be: at SPFW- in the main fashion week in the country- showing fashion designers, journalists and opinion makers that cotton endures in fashion and is versatile enough to follow strongly in future collections.

Since the beginning of the movement, in 2016, the numbers show how much Brazilian fashion values cotton, “in addition to having the entire vertical chain, from plume to garments production, 237 brands- from the most diverse segments- joined the movement in 2020: from small entrepreneurs to major brands, all for the sake of responsible fashion and conscious consumption ”, Júlio Cezar Busato, president of the Brazilian Association of Cotton Producers.

With the pandemic, the textile industry and fashion brands suffered immediate hits with a big drop in sales and no clear prospects for the future. Sou de Algodão created campaigns such as #produzidonobrasil (#madeinbrazil). The movement’s exclusive tag brought the message of appreciation for the domestic production chain to all brands that want to communicate the partnership. Used in products with a minimum composition of 70% cotton, Sou de Algodão has distributed over 7.5 million tags to most of 350 affiliated brands.

Today, there are more than 430 affiliated brands. Some are Abest members, such as Iorane, Cecília Prado and Martha Medeiros. Other affiliated among more than 30 acclaimed fashion designers are João Pimenta, Reinaldo Lourenço, Isaac Silva, Das Haus (Rober Dognani and Felipe Fanaia), Fabiana Milazzo, Angela Brito and Amapô, in addition to brands from the most diverse segments, such as MMartan and Artex, Kyly Group, Lunelli Group, Track & Field, Melissa (Grendene), Ginger- from actress Marina Ruy Barbosa, and Lojas Renner. In addition to brands that reach the final consumer, there are important and traditional conventional weaving and knitting plants and textile mills that provide the basis for the collections of all Brazilian brands, such as Vicunha, Canatiba, Covolan, Cataguases, Menegotti, Dalila Têxtil, Renauxview and G. Vallone among others.

One of the main actions this year is the 2nd challenge Sou de Algodão + Casa de Criadores, a cultural contest aimed at undergraduate students in fashion courses, design and related areas. “We designed an entire experience that, in addition to rewarding the winning student with a permanent place in the official line up of the main Brazilian fashion week, brings information and, why not, training to these young people who are the future of Brazilian fashion”, Júlio Cezar Busato, president of the Brazilian Association of Cotton Producers. Among the mandatory activities for enrollers- in addition to creating an exclusive collection with 6 complete looks- the movement offers a series of videos with tips from experts on various topics, such as cotton, sustainability, fashion, styling and fashion show production among other topics.

Another planned action is an activation at the point of sale with affiliated brands of the movement to get closer and talk to the consumer, explaining what it means to take home a piece made with this natural fiber so important for the industry, for families and for the country’s economy.

They also initiate two new pillars: the business one, involving affiliated brands, and the colleges one, aiming to establish partnerships with the country’s fashion education institutions.