With its third Hugo x Liam Payne capsule, Hugo Boss has launched a sustainable collection in support of Cotton made in Africa (CmiA). Hugo Boss is a leading luxury fashion house headquartered in Germany, which produces clothing, accessories, footwear, and fragrances. CmiA is an internationally recognised standard for sustainably produced cotton from Africa.
Created by Hugo Boss in conjunction with brand ambassador Liam Payne, this exclusive collection helps protect the environment and improve living conditions in Africa by using cotton verified through Cotton made in Africa, according to a press release by CmiA.
The CmiA initiative is committed to promoting sustainable cotton cultivation in Africa and to supporting around 900,000 smallholder farmers. Eschewing all genetic engineering and artificial irrigation, it advocates for equal rights and works to protect the rights of children. Since 2019, Hugo Boss has supported the initiative by incorporating the verified cotton, which is socially and ecologically sustainable, into some of its collections. This represents an important contribution to improving the cotton growing industry in Africa.
“We are thrilled with this celebrity support, because it helps us raise even more awareness of Cotton made in Africa’s work and our brand. By making our label easily identifiable,