Fabric PR has been appointed as the UK PR agency for the Cotton Lives On recycling programme. A UK initiative complementing the highly successful USA-based Blue Jeans Go Green program, Cotton Lives On was created in 2022, jointly by Cotton Council International and Cotton Incorporated, as a call-to-action to recycle old cotton and give it a second life by transforming it into something new.

The Cotton Lives On recycling programme strives to inspire sustainable living by educating brands and consumers on cotton’s natural lifecycle while diverting unwanted old cotton from landfills.

In the UK, the programme works with natural bedding supplier Naturalmat to convert unwanted cotton-rich garments, apparel and home textiles containing at least 85% cotton, into roll mats for people at risk of homelessness.