Natural Cotton Color is a case of success in exportation and sustainability

Founded in 1995, Natural Cotton Color innovated by cultivating cotton that already grows colored, reducing the impacts of chemical tints on the environment. Using a genetic selection process developed by Embrapa, the method uses 70% less water during production. Other accessories made by the company are dyed using cashew hulls, onions, mate tea, saffron and other totally natural materials. Headquartered Paraiba, the company is a case of success in exportation and, especially, in social responsibility and sustainability.

Natural Cotton Color laces are developed manually developed by over 40 lace workers in the country’s northeast. In 2006 and 2007, the brand hired dozens of inmates at the Ana Julia do Marana Women’s Prison to embroider its products. One year ago, the company began working with crafts workers in Pernambuco that, with the support of the Social Assistance Secretariat, produced roses and borders using shuttle tatting, a type of craftwork that is very rare in Brazil. In addition to introducing a high added value product to the market, the initiative was aimed at helping to develop the communities involved with the brand’s work. In these places, people with no professional qualifications were employed on the production line and in sewing.

Faced with economic problems and greater competition in the domestic market, the Francisca Vieira company decided to take a new direction and reach the international market with natural colored cotton. That was how, in 2005, Natural Cotton Color became a member ofTexbrasil (Brazilian Fashion Industry Internationalization Program, developed by Abit in partnership with Apex-Brasil) and took part in its first foreign trade show, with the Program’s support.  After doing market research in Europe, the Pret A Porter trade show in Paris was chosen to receive the Brazilian company’s products.

Among the plans to grow the brand are the opening of a pilot store in Germany that could become franchises and a search for at least one distributor on each continent. In February of this year, Natural Cotton Color took part in Germany’s Biofach trade show, where it gained its first French distributor, Tentation Bio, which will also resell to Germany in addition to France. There are already brand distributors in Japan and the United States.