Clothing giant changes the rules of the game. Introduces innovative material to the market

In a world where style increasingly meets responsibility, COS challenges convention. A new collection of classic shirts reveals not only sophisticated design but also a revolutionary approach to cotton farming. What does the future of fashion look like that is not harmful to the planet?

At first glance, they look familiar – white shirts with minimalist lines, timeless, elegant. However, what is hidden in their fibers is a milestone for sustainable fashion. British brand COS, owned by H&M , known for its refined design and attention to detail, has just presented two models of shirts – one for women and one for men – made of cotton, the production of which could completely change the textile industry.

The fabric they are made of comes from hydroponics – an innovative method developed by the startup Materra . It is a response to one of the biggest challenges of the modern clothing industry: the destructive impact of traditional cotton production on the environment.

Hydroponic cotton is grown not in fields but in controlled conditions – inside specialized facilities. This approach eliminates the need for chemicals and reduces water consumption by as much as 80%. What’s more, it does not require the use of agricultural land or generates such large CO₂ emissions.

- One of the biggest advantages of growing cotton in a controlled environment is that the process can be much more manageable than in traditional farming. Especially in terms of resource use, explains Edward Hill, chief sustainability officer and co-founder of Materra

The company started with 21 farmers in India . Today, it works with over four thousand. And its partners include not only pioneers like Mango, but also luxury giant COS, part of the H&M group.

The result of this collaboration is not only a success in the field of sustainable development, but also an aesthetic one. The women's model is a modern version of a classic - a shirt without a collar, partially buttoned, comfortable and light. The men's version is a poplin shirt with a simple cut, enriched with subtle slits on the sides.

They are universal, will last for years and will be a great base for dozens of styles. For the COS brand, it is a continuation of the mission – creating timeless clothes with the future in mind. And for the entire market – a signal that hydroponic materials may be the future of the industry.