What is BCI? Well, The Better Cotton Initiative exists in order to respond to the current impacts of cotton production worldwide. BCI aims to promote measurable improvements in the key environmental and social impacts of cotton cultivation worldwide to make it more economically, environmentally, and socially sustainable. Since 2005, the BCI has been working with organisations from across the cotton supply chain and interested stakeholders to facilitate a solution for the mainstream cotton sector. The BCI's philosophy is to develop a market for a new mainstream commodity: ‘Better Cotton’ and thereby transform the cotton commodity to bring long-term benefits for the environment, farmers and other people dependent on cotton for their livelihood. Retailers such as Levi’s, Adidas, H&M and Marks & Spencer are giving it a bash. Momentum for the project has been driven in large part by the Better Cotton Initiative, a nonprofit launched in 2005 to reduce the environmental, social, economic impacts of cotton farming. The Geneva-based organization includes a wide range of stakeholders, from farmers and textile mills to retailers and nonprofits.