Breganze (Italy). August 4th, 2020. Following the launch in January this of its ‘For Responsible Living’, DIESEL takes a further step in its commitment announcing that it will be working with the Better Cotton Initiative.

The Better Cotton Initiative (BCI) is a global not-for-profit organization and the largest cotton sustainability program in the world. BCI exists to make global cotton production better for the people who produce it, better for the environment it grows in and better for the sector’s future.

BCI trains farmers to use water efficiently, to care for the health of the soil, reduce use of the most harmful chemicals and apply decent work principles. In 2018-2019, the Better Cotton Initiative (BCI) licensed over 2 million farmers from 23 countries on five continents. Together, these farmers produced 22% of the world’s cotton.


Better Cotton is sourced via a system of Mass Balance and not physically traceable to end products. However, BCI Farmers benefit from the demand for Better Cotton in equivalent volumes to those we source.

DIESEL is proud to invest in making cotton production more sustainable, and we are committed to sourcing at least 50% of our cotton as ‘more responsible cotton’ by 2025, that includes cotton sourced as Better Cotton, recycled and organic cotton.

Diesel’s “For Responsible Living” strategy, launched in January of this year, is a commitment to taking action for the benefit of current and future generations, and ensuring Diesel’s continuing success in a changing world. The strategy is based on four key pillars and commitments named: Be The Alternative, Stand For The Planet, Celebrate Individuality and Promote Integrity. It is a dedicated and comprehensive blueprint, which will further integrate sustainability-focused initiatives across all the company’s business activities.