For more than a decade, Cotton Australia’s Cotton to Market program has partnered with brands and retailers to promote Australian cotton and share the stories of our farmers, industry research, and the decades of innovation behind producing a premium, responsibly grown natural fibre.
That work continues to gain momentum. This year, demand for homegrown fibre has surged, with a 54% increase in licensed products alone - showing that more brands are choosing to feature Australian cotton in their ranges. Most recently, the program has welcomed Clevamama, AS Colour and Taking Shape to the already diverse mix of licensed brands. This growth highlights strong recognition of the fibre’s natural quality and comfort, along with the ongoing efforts of Australian growers to continuously improve farming practices.
World Cotton Day (October 7th) is the perfect moment to celebrate this progress. Over the past twelve years, more than 110 million clothing and homeware products have proudly carried the Australian Cotton Mark. With 53 licensed brand partners now on board, the mark has become a trusted symbol in the marketplace - appearing everywhere from leading retailers like Target and Aldi to Melbourne-born, vintage-inspired denim label Rolla’s Jeans.
This year has also been one of collaboration. In July, Cotton Australia hosted the Australian Cotton Forum, uniting growers, brands, retailers, and supply chain partners to highlight the importance of transparent storytelling and to showcase how businesses are connecting their customers to the people and practices behind Australian cotton.
The partnership between RB Sellars and Cotton Australia was another highlight, executing their national multi-channel campaign. Earlier in 2025, growers joined the RB Sellars team in celebrating their shared commitment to local fibre, sustainability, and authenticity.
Ashley Hollis, Brand Relationship Manager at Cotton Australia, said it is rewarding to see both consumers and brands championing Australian cotton.
“There’s a real energy around Australian cotton right now. Consumers are asking for more, and brands are responding. What excites me most is how our farmers’ stories are resonating beyond the farm gate – customers value the quality, innovation, and sustainability that goes into every bale. It’s a privilege to help connect those stories with the people buying cotton products every day.”
As World Cotton Day is marked around the globe next week, Cotton Australia acknowledges the foresight and leadership of its brand partners, who continue to choose Australian cotton and ensure the efforts of our farmers are recognised and supported in stores and online.
September 2025