Nike tops the list of recycled polyester users. C&A is the world’s biggest user of organic cotton. Inditex is the second largest user of lyocell and the fourth largest user of preferred manmade cellulosics. Target is the third largest user of recycled polyester and the fifth largest user of preferred down. The North Face is the second largest user of preferred down.

All these companies show a deep devotion to scaling their global value chains of preferred fiber and to benchmarking their progress against the industry. These companies have also made important investments in developing the supply chain needed to achieve the necessary measures of scale in preferred fiber production. What is essential is the growth of the 100 per cent club, those who have converted completely from conventional fiber.

H&M is the world’s leading user of sustainable cotton and manmade cellulosic materials including lyocell. H&M targets to use only recycled or other sustainably sourced materials by 2030. With its yearly and steady increased use of recycled or other sustainably sourced materials, the group not only pushes the demand for widely used materials such as organic cotton, but also influences the scalability of new sustainable materials.