As supply chains have faced enhanced scrutiny in recent years, the fashion industry has responded with investments in traceability technology. Today, 87 percent of U.S. firms and 94 percent of UK companies have some kind of traceability system in place.
While traceability adoption continues to grow, the need for greater supply chain transparency remains critical. Analysis from Oritain's Market Insights Programme, which buys and analyzes around 1,000 garments per year, shows that the portion of brands with prohibited cotton rose from 64 percent to 90 percent between 2024 and 2025.
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