DO PLANALTO DA BORBOREMA A MILÃO: COMO O ALGODÃO COLORIDO DEU DESTAQUE À PARAÍBA NA INDÚSTRIA DA MODA SUSTENTÁVEL

Abstract

Brazil is the second largest producer of naturally colored cotton in the world and Paraíba stands out in the first position globally. Thus, the colored cotton, developed in Campina Grande, played a key role in Paraíba’s positioning in the sustainable fashion industry. For this reason, this article, through a qualitative approach of bibliographic and documentary disposition, aims to analyze and investigate how the cultivation of this plume was important to highlight the sustainable fashion market of Paraíba. This research addresses historical aspects, from the origin of white cotton to the studies of genetic improvement developed by the Brazilian Agricultural Research Company (Embrapa), which culminated in the organic cultivars of colored cotton. Added to this, the thorough analysis of the path taken by Natural Cotton Color (NCC) Ecobrands, a Paraíba brand in the fashion segment, is essential to exemplify a success story linked to the social, cultural and economic development of small farmers. The company represents the state in several countries. Therefore, the protagonism of Paraíba in the international sustainable fashion market is highlighted while revealing the positive impact of colored cotton for the local economy and especially for environmental preservation. Finally, some trends were presented with potential to lead the future of this market such as thrift stores, clothes of organic origin and upcycling