for Fall 2011 – our 25 years Jubilee for Green Cotton – has been an enormous joy whilst at the same time making me feel a little sad. A joy because Maria once again has made a fantastic and fashionable organic line. Our My World by Green Cotton children’s line is and has always been about showing how fabulous you can make environmentally responsible clothing and I feel that we have succeeded now more than ever. At the same time, I would have loved for my father – the

founder of Green Cotton – to have been a part of this fantastic journey and celebration. We have come so far and yet have so much to achieve.

The Green Cotton way of thinking is now shown in more than 15 countries and we started opening concept stores offering only the best and most environmentally friendly children’s clothing and accessories one can find. I wish my dad could have been here to see how far we have come – it would have made him as proud as I am.

Our design Godess Maria Dalgas Ruston with Frida, Ella Sofie, Amalie, William, Theodor and Valerian on photo shoot for Green Cotton Fall 2011. You can see from the size of her stomach where she gets her inspiration from. Frida will soon have a little Green Cotton brother.

yearsGREEN COTTON NOW 25 YEARSIn 1986 the first Green Cotton concept was developed. In this Green Cotton line there is 25 years of experience, improvements, good intentions and Green spirit!

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YOU can make a difference choosing organic cotton for your many cotton products.

ThE ShORT STORY OF ORGANIC COTTON

The production of cotton has a huge impact on the world you live in. It is a tropical plant grown in more than 80 countries on approximately 35 million hectares. Main producers are now China, USA, Russia, Pakistan and India.

CONVENTIONAl COTTON

Seeds are treated with fungicides or insecticides. Genetically modified organisms are used.

Cotton production which relies on the use of synthetic chemicals results in sterilized soil, where the dirt is just holding the plant and gets synthetic fertilizers in an effort to maximize crop yields.

Cotton is a slow growing plant, and weed competition in early stages is a problem, so herbicides are used to kill weeds.

Insecticides and pesticides are used for pest control. The textile industry counts for around 3% of the agricultural fields in the World, and 25 % of the insecticides used in the World.

In harvesting the cotton, conventional cotton is defoliated with toxic chemicals.

ORGANIC COTTON

Uses untreated seeds.Never uses genetically modified organisms.

Organic production builds strong soil through crop rotation.Because of more organic matter in the soil, water is retained more efficiently.

Weed is physical removed, not chemical.

Uses others insects to control pests, and keeps a balance between pests and their natural predators through healthy soil. Can use trap crops planted to distract the pests from the cotton.

Uses seasonal freeze or water management for defoliation and hand pick a lot of cotton.

GOTS The aim of the standard is to define requirements to ensure organic status of textiles, from harvesting of the raw materials, through environmentally and socially responsible manufacturing up to labelling in order to provide a credible assurance to the end consumer – to you. This standard for organic textiles covers the production, processing, manufacturing, packaging, labelling, exportation, importation and distribution of all natural fibres as well as social criteria. At the moment, GOTS is the strictest label in the world. These are the reasons why all My World by Green Cotton garments made of cotton are labelled with GOTS. To learn more you can visit www.global-standard.org

Oeko-Tex 100The Oeko-Tex Standard 100 certification assures that textile products are tested to be free from harmful levels of more than 100 substances known to be detrimental to our health. The label does not have any criteria for organic origin and does not have any requirements to production methods. This means that it is a health label not an environmental label. In garments where the GOTS label is not possible - like in our rainwear - we still have very high demands to our quality. This is why we use Oeko-Tex as our best alternative and as our assurance that our garments do not contain any harmful substances. To learn more you can visit www.oeko-tex.com

RecyclingFor some garments, natural fibres like cotton do just not have the same features as their artificial counterparts. For our outerwear, we have very high demands when it comes to breathability and being water proof. We are working with different possibilities but as long as the functionality is not as good as with artificial fibres, we use recycled polyester. Our recycled polyester is from Taiwan where they have one of the world’s best recycling systems for plastic bottles etc.

Fred the FrogFred is My World by Green Cotton’s new Mascot. We were looking for an easy-to-watch visual identity and we decided upon a frog. The reason for choosing the frog is that he exists in the Danish nature and is one of the animals most vulnerable to changes in our eco system. And of course he is green. We named him Fred – an internationally recognized name that in Danish means PEACE which is exactly what we wish for in My World and in our world.

My World by Green Cotton head office: Novotex A/S - Wholesale division - Ellehammervej 8, DK-7430 Ikastphone: +45 7070 2502, info@green-cotton.dkDenmark East, Maria: mkb@novotex.dkDenmark West, info@green-gotton.dk

Germany, Mr. Hesselbarth: handelsvertretung@kabelmail.deJapan, Ms. Ono: c.ono@novotexjapan.comNorway: elise@spilloppene.noSpain, Ximena: decuentos@gmail.com

Photo: Ida SchmidtLayout: Tenzion.com

For more information: www.green-cotton.dk