Debenham’s designers, Maine New England, have created a range of clothing from Fairtrade certified cotton. The range consists of mock crew t-shirts; pique t-shirts; polo shirts; shirts; shorts; 3?4 trousers and chinos, with prices ranging between £8 and £22.
The range has been inspired by Sir Redgrave’s visit to Mali’s Kita region, where he witnessed the impact of Fairtrade farming on the lives of farmers, and came to the conclusion that there was a great responsibility to ensure Fairtrade cotton was sold more widely in the UK for the sake of such communities.
“When you see Fairtrade at a village level, you can see what a huge improvement to farmers lives just a small amount of money can make,” he said.
Adam Creasey, trading director, Menswear, Debenhams said: “Consumers are more environmentally aware, they want to know the origin of products. We felt that with the combination of Debenhams and Sir Steve’s vision and passion we would be able to give something back to the community. Being a large UK High Street retailer we are in a position to make a difference to the farmers in Mali by giving them a fair price for their cotton.”