Wear a bathrobe for a good cause – that’s the motto of the Bathrobe Challenge from Cotton made in Africa (CmiA). On August, 30th CmiA partners, friends and more celebrated the kick off of the Bathrobe Challenge with an exclusive event in Berlin. Namika performed as a Live Act and stars like Merlin Leonhardt or Samuel Bartz, textiles companies such as OTTO, HUGO BOSS, bonprix and REWE Group or NGOs such as WWF and CARE got together to take a stand in a bathrobe.
For the second time, the initiative founded by Dr. Michael Otto uses the bathrobe as a catchy symbol for sustainable fashion. With a great deal of fun and little effort, everyone can get involved. By simply wearing a bathrobe and posting the selfie on Social Media tagged with #bathrobechallenge and #cottonmadeinafrica during the Bathrobe Challenge in September 2018, everyone can take a stand for Cotton made in Africa – and thereby support over a million cotton farmers in Africa, their families and the protection of nature.
The bathrobe exemplifies how much cotton is used in our clothes. The African smallholder farmers who sustainably grow the raw material for millions of textiles are usually just as rarely present in the public eye as bathrobes are – outside of a wellness holiday. That’s something that the Hamburg-based initiative CmiA, which campaigns for sustainably produced cotton in Africa, aims to change with the support of prominent ambassadors, influencers, textile companies and non-governmental organizations.
Tina Stridde, Managing Director of the Initiative Cotton made in Africa, explains: “By taking part in the Bathrobe Challenge, everyone can have fun and raise public awareness for the African cotton farmers who are not usually in the spotlight, but who stand at the very beginning of the fashion industry.” Since the foundation of Cotton made in Africa by Dr. Michael Otto in 2005, CmiA campaigns for the cotton farmers and their families, so they can produce this valuable raw material under better working and living conditions. „With the Bathrobe Challenge, we and numerous supporters who join CmiA, set a positive sign for the one million cotton farmers in Africa we are working with“, continues Stridde.
Celebrities – including CmiA ambassador and TV juror Motsi Mabuse, Revolverheld frontman Johannes Strate, singers Maite Kelly and Namika and actresses Marie Nasemann, Valentina Pahde and Minh-Khai Phan-Thi – already sported a bathrobe in 2017 for the first Bathrobe Day.
Further information can be foundin the fact sheet attached and on www.bathrobechallenge.com
About Cotton made in Africa
Entrepreneur Dr. Michael Otto started up Cotton made in Africa (CmiA) in 2005 as an independent initiative. The supporting organization behind the CmiA is the Aid by Trade Foundation (ABTF) which is based in Hamburg. Today it is the largest initiative for sustainably produced cotton in Africa, linking African smallholder farmers, trading companies and fashion brands with each other along the worldwide textile supply chain. Instead of operating a donation policy, its aim is to help people to help themselves through trade in order to improve the living conditions of cotton farmers (currently over one million) and their families in sub-Saharan Africa and to protect the environment.
The smallholder farmersenjoy the benefit of training courses and better working conditions, with projects enabling their children to go to school and female smallholder farmers particularly targeted for support with a view to boosting their professional and social independence.
Consumers can recognize Cotton made in Africa products by a little label and can do a good turn for the smallholder farmers and the environment with every purchase. 90 million textiles carried the CmiA label in 2017. For more information visit www.cottonmadeinafrica.org
Credit: Getty Images | Franziska Krug for Cotton made in Africa
Source: Aid by Trade Foundation (ABTF), Hamburg