"Big corporate brands have formed a consortium to make cotton production sustainable, but they face huge challenges ... The Better Cotton Initiative, which is backed by companies such as Levi Strauss, Marks & Spencer, IKEA, H&M and Adidas, believes it can transform the textile market and make it more sustainable. If they are proved right, it would have a marked impact not only because cotton is used in 40% of all global textiles, but also that 300 million farmers in 80 countries rely on it for their livelihoods." (Quoted from article)