“We want this to be adopted by as many brands as possible because it transforms our industry,” says Atwood. While water is still required to grow the cotton yarn in the first place, the brand says it has partnered with several organisations – including the Soil Health Institute and Cotton Connect – to help farmers adopt best practices. The pieces in its first collection using the technology are made from up to 30% recycled cotton. It is a case, says Atwood, of not waiting to be 100%, but to take small steps.