Cotton Incorporated, the American trade group responsible for making Zooey Deschanel and Hayden Panettiere warble about the “fabric of our lives” on television, has linked arms with online platform Maker’s Row to connect textile firms with U.S. cotton growers and manufacturers. As part of their efforts, the two companies have created a series of videos designed to help businesses, from first-time entrepreneurs to big-box brands, understand the cotton-production process, make more-informed decisions, and ultimately “curate a better product,” according to Matthew Burnett, CEO of Maker’s Row.

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“There are more than 70 cotton producing countries in the world and the United States is the third largest,” says Mark Messura, senior vice president of Cotton Incorporated. “And in the United States, we have more than 10,000 cotton farmers committed to high standards of cotton production. That starts at the farm and continues all the way through the grading and classing systems that exists for every pound and every bale of U.S. cotton.”

With more than 10,000 cotton farmers, the United States is the third-largest cotton producer in the world.

To make it easy for businesses to discover and communicate with domestic cotton suppliers across the United States, Maker’s Row has created a dedicated portal featuring over 20 homegrown mills and suppliers that meet Cotton Incorporated’s quality and responsibly-produced requirements.

“We have a great story to tell about U.S. cotton, [including] how passionate the cotton farmers are about their crop and the many things the U.S. cotton industry is doing to produce the most responsible and traceable cotton in the world,” says David Earley, senior director of supply-chain marketing at Cotton Incorporated. “Everyone who sees this campaign should feel good about using American cotton as an ingredient in the products they create or source.”

+ Maker’s Row x Cotton Inc.