The last two years have been very complex and challenging, but our collection has sold very well, especially the sustainable products. We have invested in changing over half of the machine fleet for more efficient, and qualitatively better production while reducing waste. We have also invested in more recycling of water used for dyeing and greater energy savings through supplies from renewable sources.

I believe they have done what they could; nobody was prepared for it (the pandemic). It is important that the government can help support businesses, their workers, and the economy when we all start living with the virus. Since we are a big company (more than 250 workers), we are unable to receive most of the support.

Cotton is a nuanced industry with many complexities, from the way it is traded to the quality required to produce certain yarns or fabrics. It is a very scientific crop and to reduce your impact and maintain required qualities requires measurement and dedication. To grow a fibre that enhances nature and lends a hand to the environment my children and their offspring will pass on, is the best learning I have taken from this journey.

We have progressed as an industry from conversations of transparency, to a nice to have, into a necessity. The narrative is becoming very clear that honest transparent information attached to products is becoming a direction of normality for the supply chain and for brands to remain relevant to the conscious customer.