Kapas Kahani (Urdu words that translate to “Cotton Story” in English)

Kapas Kahani (the cotton stories) aims to view cotton in positive light and give visibility to the various characters of the cotton ecosystem.

There is a plethora of sustainable cotton standards and programs in the market. One very legit question is why a new standard is needed? The answer is simple. Existing cotton standards are focused on a particular area for improvement e.g. in best management practices or at the farm level. There are none that views cotton supply chain as a whole ecosystem and proposes interventions based on the complex inter-relationships of all supply chain players. Milliner Cotton intends to do just that.

Mr. Omer Ahmed

CEO, Artistic Milliners


CEO Statement

Cotton is considered a highly sensitive crop that demands extra care and management during its life cycle. Under the conventional methods of cultivation, which overlooks and condones the physical and chemical contamination of not only the produce but the environment as well, it is known to have far-reaching adverse effects on the environment in addition to the downgrading of yarn, fabric or garment. WWF-Pakistan and Artistic Milliners have joined forces to promote “prevention is better than cure”. The purpose is to ensure that apt and critical processes are created and followed as well as pragmatic practices are implemented at the farm and gin level to ensure immaculate quality standards thus creating a quality brand “Milliner Cotton”. WWF-Pakistan appreciates Artistic Milliners’ efforts of improving not only the lives of the people involved in cotton farming but the environment as well.

Hammad Naqi

Director General, WWF-Pakistan

In order to transform the fashion world into a sustainable industry, traceability and transparency need to be ensured in every step of the supply chain, to create the necessary overview and accountability. This is the mission of retraced as a sustainable supply chain management software. Therefore, we highly appreciate the outstanding partnership between Artistic Milliners and retraced, as it allows us to combine Artistic Milliners' expertise in manufacturing high-quality and sustainable fashion items from yarn to the final garment with retraced's expertise in traceability and sustainability management. We enjoy the open and innovative partnership and are looking forward to further disrupting the fashion industry together. Our objective is to develop the blueprint for traceable and sustainable cotton supply chains on a big scale.

Philipp Mayer

CPO & Co-founder, retraced


Message from our partners

Pilot Project Duration

2019 2022

Number of Bales

0 40000

Alternative Livelihood for Farmer Families

0 300

Famers Capacity Development

0 500

In its first stage, MCI- or Milliner Cotton Initiative is launched with a pilot phase for 3 years from 2020 to 2022. Track our progress as we update this page on quarterly basis.


MCI in numbers

Milliner Cotton is unique in its scope in terms of covering the entire journey of cotton from farm to the mill. The Standard covers all stages of preharvest, harvest and postharvest quality parameters. The need for these parameters has been identified after studying various standards in the market and analyzing the gaps therein.

Milliner Cotton builds on and corroborates on the existing standards of cotton to raise the bar on cotton quality and sustainability.


The Standard Parameters


Most standards are limited to best practices at the farm only. Others focus on the type of agricultural inputs used. Yet others cover the fair and equitable wages aspect for farmers. Milliner cotton is an all-encompassing standard covering all frontiers of sustainability, all players of supply chain from farm to mill and at the same time, ensuring scalability of the standard for all to adopt.

Milliner Cotton is being piloted at Rahim Yar Khan (RYK). District-wise, RY Khan is not only the leading producer of cotton in the country but the silver fibre grown here is of the best quality. There are more than 150 cotton ginning mills located in RYK

This district is divided into three main physical features which are riverside area, canal irrigated area and desert area called Cholistan.



Biodiversity is the variety of life forms found in an environment. In cotton farms in general, indiscriminate use of chemicals and fertilizers results in loss of biodiversity. Milliner Cotton farmers adopt practices such as crop rotation and encourage beneficial insects and predator pests into cotton crops as part of Integrated Pest Management (IPM) systems.



In transportation of cotton from farm to middlemen to ginners and then to mill, cotton is exposed to trash content all through the way. This combined with practices such as using non-cotton picking and bale bags add synthetic fiber impurities to cotton.

Milliner cotton farmers use specially engineered 100% cotton picking bags and ginners employ re-useable fabric bale packaging for cotton contamination prevention and quality control.



Milliner Cotton is spun via finest and cutting edge spinning technology comprised of Japanese, Swiss and German equipment. The highly automated plant ensures precision in spinning process and clean and efficient production environment.



Know Your Cotton

To ensure complete traceability and transparency, we have initiated the digitalization of our value chain. We partnered with retraced – a supply chain solution firm based out of Germany. Using the blockchain technology, the traceability solution being implemented by retraced will guarantee that data remains immutable after it enters the system. The solution is further integrated with our ERP for greater transparency at each stage of the production process. Together, Artistic Milliners and retraced have created a one of its kind, farm to fashion traceability solution that is likely to redefine our value chain’s credibility of ethically sourced cotton and responsible denim and jeans production.


AM x Retraced

Our MCI farms in Rahim Yar Khan, Punjab are all set for a major digital transformation. While searching for science-based technology that will allow better management of cotton crop and sustainable farming, we came across Crop2x. A Pakistan based tech firm, offering a full portfolio of data driven crop monitoring solution had all the ingredients we needed to help our farmers adapt the latest technology in the agriculture space. With the support of Crop2x, our farmers will have access to the field data, weather updates and satellite imagery through sensors to monitor and control soil nutrients, water level and health and, pest attack prediction, water resource management and fertilizer usage. The trend analysis from data monitoring will allow farmers to save resources while significantly improving the yield and quality of the cotton crop.


AM x Crop2x


Small land holding farmers have to depend on a broker for in-kind loans which can unfortunately be low quality seeds and adulterated fertilizers at a high cost. Milliner Cotton Initiative plans to give quality farm inputs to farmers at subsidized rates; and also provide Best Management Training to farmers to minimize farming cost and maximize farm yield.



MCI aims to empower the ginners by helping them invest in newer technologies, and work with them to reduce contamination in cotton picking and transportation systems.



Small land holding farmers have to depend on a broker for in-kind loans which can unfortunately be low quality seeds and adulterated fertilizers at a high cost. Milliner Cotton Initiative plans to give quality farm inputs to farmers at subsidized rates; and also provide Best Management Training to farmers to minimize farming cost and maximize farm yield.



MCI aims to empower the ginners by helping them invest in newer technologies, and work with them to reduce contamination in cotton picking and transportation systems.




Milliner Organic is our Organic Cotton project that is running parallel to MCI. The project aims to develop a future standard of premium and certified Organic Cotton in Pakistan. We chose Kohlu - a remote village in Balochistan with fertile land, for our organic cotton farming. Our entire Organic Cotton process, from seed to weave, is GOTS certified. Through regenerative farming practices in Kohlu, we are protecting the soil health and the biodiversity of the region. We are working closely with the Department of Agriculture Extension, Government of Balochistan and WWF Pakistan for the successful implementation.


Our Organic Cotton Journey

To ensure the complete transparency of our premium organic cotton, we are working with Organic Cotton Accelerator (OCA) as our strategic counsel for organic cotton farming. Our organic cotton project is support by our long-standing brand partner BESTSELLER. Together, we are growing the purest organic cotton in Pakistan. As the project progresses, we will invest in the community development and wellbeing of the farmer community in Kohlu with the necessary interventions like clean drinking water, electricity and education.




New Livelihood Options = Better Quality of Life

Learning a new skill might seem like a challenge and require these women to get out of their comfort zone but the pay off is highly rewarding. The wonder women of MCI Farms are taking bold steps to become more empowered.



Digitalization for Farm to Fashion Traceability & Crop Science

Digital transformation leads to complete value chain overhaul enabling traceability and transparency every step of the way. Farmers to benefit from fair reward and more progressive farming practices.



Our interventions to enable a new Future Standard of Cotton

Through sustainable practices, regenerative farming, science-based solutions and technology adaptation coupled with industry-leading certifications is helping us shape the most sustainable cotton standards while creating far reaching benefits for the farmers community.




United Nations Sustainable Development Goals provide a framework for responsible business based on UN Declarations and Conventions. With Milliner Cotton Initiative, we intend to work towards the following SDGs and align our work to the global 2030 sustainability agenda.

Improved income through alternative livelihoods and fair reward for farmers.

Self sustaining supply of food through kitchen gardening and livestock farming.

Organic cotton farmers are not exposed to toxic chemicals.

Life skills training for women farmers.

Alternative livelihood for women such as micro-nurseries and poultry units.

Local water sources are not contaminated through hazardous chemicals.

Certified to Fair Trade standard.

Digitization to ensure transparency in supply chain.

Fair and equitable wages for farmers.

Establishing Model villages in MCI farm areas.

Reusable cotton picking bags and MCI bale packaging.

Creates self-stabilizing agro-ecosystems and habitat restoration.

Usage of eco-friendly chemicals which are not harmful for marine life.

Increased biodiversity.

Partnership with WWF and brand partners.


Artistic Milliners, Plot 4 & 8, Sector 25, Korangi Industrial Area, Karachi, Pk.

  +92 21 111-263-646

Send your valuable feedback, suggestion or enquiry.

Move to top