The White Company UK

Responsible cotton sourcing

Soft, strong and versatile, quality cotton has been one of our most-loved fabrics and a huge part of our DNA since The White Company began, over 30 years ago with beautifully crafted cotton bed linen.

As we’ve grown, so has our responsibility to the people and places behind it. Through our Cotton Programme, we’re establishing an ecosystem of preferred growing practices, by adopting better farming practices, stronger supply chains  and a more secure future for the people who grow it and for the planet that makes it possible.

CottonConnect

Driven by a vision to reimagine the future for supply chains, CottonConnect’s mission is to enhance the resilience of cotton production by connecting brands with the farming communities who grow the cotton used in their products. 

Through its REEL Cotton Code, which stands for Responsible Environment Enhanced Livelihoods, CottonConnect works with brands to implement agricultural training programmes that work to improve the livelihoods of farming communities, while caring for the environment.

Our REEL Cotton Programme

We rely on very best materials to make our ranges exceptional, and Egyptian cotton has long been considered as some of the finest cotton there is. But, for the communities who grow it,  a changing climate brings increasing challenges. That’s why, in 2022, we joined forces with our supplier and partnered with CottonConnect to launch our very own REEL Cotton Programme in Egypt to produce the cotton used in our Savoy and Symons bed linen collections – helping farming communities  build a more resilient future.

Now in its fourth year, the programme continues to grow.  During the 2024–25 season, 377 farmers have been trained across 2 cooperatives and 12 village groups: Gharbiya Governorate in Samul village and Damietta Governorate in Tafteesh Tani at no cost to them. It’s progress we’re proud of – for the farmers involved and for the environment we all share.

Savoy Egyptian Cotton Bed Linen

Success, in numbers

+14.6%

yields

+22%

profit

-5.4%

input costs

-16.3%

chemical fertiliser use

-20.2%

chemical pesticide use

-11%

water use

*Results are from our impact assessment for the growing season 2024-25, using data from farmers field books and compared with untrained farmers.

Our programme partners

Led by CottonConnect’s agriculture experts, the programme is delivered in collaboration with respected Egyptian institutions including the Cotton Research Institute (CRI) and the Cotton Arbitration and Testing General Organisation (CATGO).

Together, we’re supporting the adoption of responsible farming practices while protecting the renowned quality and credibility of Egyptian cotton.

Notes from the cotton field

Deepening our connection to the growers and producers who cultivate and process the materials we use in our products is a key priority for us. Last year, alongside our supplier and the CottonConnect team, we visited one of the farming communities in Egypt to witness the cotton harvest. We got to see firsthand how our programme has supported farming communities to adopt more responsible practices, supporting their families, community and environment.

In detail: our REEL Cotton Programme

Farmers sit at the heart of our REEL Cotton Programme. Before it began, we carried out a detailed assessment to understand the needs of local communities. This helped us design a comprehensive training plan covering every stage of cotton cultivation – from soil preparation to harvest.

Our goal is simple: to help farmers build skills, resilience and long-term value for their families  and the environment.

Improving livelihoods

Despite challenging climatic conditions, participating farmers have achieved higher yields and improved profitability through the adoption of responsible farming practices – from better soil and pest management to the use of bio-based fertilisers.

Increasing yields

Yield refers to the amount of cotton produced, and this depends on everything from weather to farming methods. Through our programme, farmers have seen steady improvements by adopting better soil care, smarter water use and natural pest control. The result? Healthier crops, higher-quality cotton and good harvest management, helping farmers build  a more secure future.

Reducing costs

The costs of cotton farming vary depending on factors such as the location of the farm, scale and farming practices, with expenses for seeds, fertilisers, pesticides and irrigation, as well as land preparation and transport, collectively forming the major financial outlay for farmers. For many cotton farmers, the cost of growing cotton can be as challenging as the climate itself, with seeds, fertilisers and irrigation all adding up. Our programme helps farmers cut these expenses through a learning process, focussing on topics such as bio-based fertilisers and improving soil and pest management. These small shifts are making a big difference, lowering costs and strengthening livelihoods.

Using less chemicals

Through training in bio-based pest control and soil health management, farmers have achieved a consistent reduction in the use of chemicals which could lead to environmental pollution and health risks for farmers.

Improving working conditions

Cotton fields can present many hazards, so personal protective equipment (PPE) is vital. Thanks to our training sessions, PPE use is now widespread among participating farmers, helping protect against sunstroke and the inhalation during pesticide application, as well as snake and insect bites. In addition, all farmers receive training in human rights and labour standards, including awareness and prevention of child labour, creating safer, more equitable working conditions.

Conserving water

Water is one of cotton’s most valuable resources. Through training  in alternate-furrow irrigation, land levelling and raised-bed cultivation, we’ve seen farmers achieve significant improvements in water efficiency and reductions in waste.

The REEL Cotton Standard

All cotton produced under the REEL Cotton Programme adheres to The REEL Cotton Code of Conduct. This contains criteria under nine principles to promote responsible cotton production through environmental, social and fair labour practices. REEL Cotton is segregated and the chain of custody tracked through TraceBale, CottonConnect’s digital Traceability platform. As cotton moves through the supply chain, we can trace the REEL Cotton in our products, from farm group to finished garment.