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Avanti's Commitment to Domestic Cotton: DoCoTToN Project

In a bold move towards increasing Japan's textile self-sufficiency, Avanti Co., Ltd. is set to participate in the 38th T-Shirt Art Exhibition at the Sunami Museum in Kochi. Scheduled for May 1st to May 6th, 2026, the event will highlight Avanti's domestic cotton initiative known as DoCoTToN. The company aims to engage the community with a special booth designed to educate and involve visitors in local cotton growing practices.

Avanti, established in 1985, has continuously promoted organic cotton since 1990. The impetus for the DoCoTToN project stems from Japan’s current low self-sufficiency rate for textile fibers, which stands nearly at zero. To address this alarming gap, Avanti has set ambitious goals: to raise Japan’s cotton self-sufficiency to 1% and to incorporate 2% of the domestically produced cotton into their Pristine products by 2030. Additionally, the company seeks to use 50% of domestic and recycled cotton sources by 2050.

Joining Forces to Revive Local Cotton

Avanti's journey towards cultivating domestic cotton officially began in 2012 in response to the Great East Japan Earthquake, leading to the establishment of the Domestic Cotton Revival Project in Fukushima. In 2021, the Avanti Cotton Club was formed to enhance collaboration with communities across Japan. The cotton cultivation initiatives, which started at eight locations, have significantly expanded, with projections for the 2025 season to produce 780 kg of cotton from 41 sites.

Avanti's partners include farmers, welfare facilities, schools, commercial businesses, and the Sunami Museum, a non-profit organization. As the growing season begins in 2026, cotton production will extend to 43 locations nationwide, illustrating a powerful communal effort towards sustainability.

Cotton Bank: A Participatory Approach

In an innovative twist, Avanti introduced the Cotton Bank in 2025, allowing individuals to personally engage in cotton cultivation. By growing cotton plants or recycling old Pristine products, participants can earn points in their Cotton Bank accounts. These points can eventually be redeemed for cotton products, creating a unique loop of sustainable fashion.

For the 2025 season, an impressive 3,300 grams of domestic cotton were contributed by enthusiastic participants who cultivated cotton in their homes. With such a remarkable collective effort, Avanti hopes to encourage more individuals to share in the mission to revive domestic cotton.

What to Expect at the T-Shirt Art Exhibition

At the upcoming T-Shirt Art Exhibition, Avanti will distribute cotton seeds to attendees, inviting them to grow cotton and contribute to the Cotton Bank initiative. The exhibition will feature the sale of DoCoTToN T-Shirts, crafted from a blend of 90% organic cotton and 10% domestic cotton cultivated through the Avanti Cotton Club.

These T-shirts symbolize a new co-creation narrative where each piece carries a story from its fiber to fabric, echoing the spirit of community involvement in sustainability. Different sizes, ranging from children's to adults, will be available at various price points, ensuring accessibility for all.

Sustainability in Fashion

Avanti aims to harmonize eco-friendly practices with style and comfort. Their endeavor to promote organic cotton through sustainable production methods highlights their dedication not only to the environment but to the well-being of consumers. The company has established the ReCotton Project, focusing on zero waste in production processes and fostering a circular economy where discarded textiles can be repurposed into new products.

The Cotton Recovery Initiative will also facilitate the recycling of worn T-shirts during the exhibition, feeding back into the ReCotton system, thereby allowing attendees to contribute to a sustainable fashion future.

Conclusion

Avanti's participation in the 38th T-Shirt Art Exhibition showcases a pioneering spirit in cultivating domestic cotton while encouraging community participation through the Cotton Bank. By sharing the joy of cotton cultivation, they aim to boost Japan's textile self-sufficiency and foster a stronger connection between consumers and the fabric of their lives.

All these efforts underline Avanti's philosophy of “sustainable living through organic textiles”, allowing people to enjoy the comfort of natural materials while taking part in meaningful environmental stewardship.

For additional updates and information about the project, please visit the Avanti website.