Lifestyle brand Napapijri has recently launched a series of sustainable summer essentials for men, women and kids. The collection is based on using Good Earth Cotton® – a production system verified as having a positive Net Zero position.

The partnership emphasizes the brand’s aim to acquire 100% of its materials from regenerative, responsibly sourced, renewable or recycled sources by 2030. The clothing range includes premium knitwear including T-shirts, polos and more. The Australian-grown Good Earth Cotton® program concentrates on regenerative farming that not only improves soil health and biodiversity, but also separates carbon to guarantee a neutral impact on the environment.

One of the most innovative aspects of Good Earth Cotton® is the use of FibreTrace® technology, a real time verification for fibre integrity. Unlike other traceability technologies, it encloses luminescent pigments into the raw cotton, creating a signature to verify the fibre and track across the global supply chain. Luminescent pigments create physical traceability locked to a scanning device. The technology also validates the data of the raw cotton fibre and sustainability improvements through the supply chain. Napapijri’s Good Earth Cotton® collection has a QR code on the label which can be scanned to show the products supply chain journey from fibre to store.