Target and Marks and Spencer have signed on to a new initiative that’s working to make sustainable cotton the mainstream choice when sourcing the fiber.

On Wednesday, sustainability nonprofit Forum for the Future said the cross-industry initiative, called Cotton 2040, will use collaborative action to fuel change for cotton sourcing.

“There are excellent initiatives out there that aim to build better resilience for the sector, navigate it through an uncertain future and ensure that it continues to thrive within our planet’s limitations,” Forum for the Future said on its site. “However, given the sheer scale and complexity of the challenge, existing efforts aren’t making it happen at the speed and scale that we need.”

Read more at Sourcing Journal.