Australian consumers are increasingly looking for products made with homegrown, sustainable fibres, and the industry is responding.
Halfway through this year, it’s clear that demand for Australian cotton is stronger than ever. Cotton Australia’s licensing program for the Australian Cotton Marks has seen record growth, with over 20 million products now carrying the marks in 2025. That’s a 38% increase from 2024 and an 80% rise in applications.
These results speak volumes, brands and their customers want more Australian cotton on the shelves. With over 50 licensed partners and growing, the program continues to strengthen, supported by the expansion of the Better Cotton platform, which makes it easier than ever for brands to trace Aussie-grown fibre.
“The response to our campaign with RB Sellars earlier this year showed just how powerful brand collaboration can be,” said Ashley Hollis, Brand Relationship Manager at Cotton Australia. “It not only resonated with customers, but it also helped brands reinforce their commitment to quality and purpose-driven sourcing.”
The Cotton to Market program continues to build momentum through strong industry collaboration and transparent communication. As more brands tap into the value of the Australian Cotton Marks, they’re finding that it’s more than just a logo, it’s a story of real connection back to the land.
“We’re seeing that when customers learn more about where their cotton comes from and who grew it, they feel more confident in their purchase,” Hollis added. “It creates a deeper trust in both the product and the brand behind it.”
For farmers, seeing the Australian Cotton Mark in store is a proud moment, knowing their fibre is making its way into products that customers are actively seeking out.
Looking ahead, Cotton Australia will continue to work alongside brands to build meaningful marketing campaigns that celebrate the people, quality, and care behind Australian cotton. Because when customers feel connected to the story, they’re more likely to choose local, sustainable fibre, again and again.
July 2025