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Liam Payne teams up with Hugo to save the world

Words by Rob Chilton

The pop star is doing his bit for cotton farmers

A subtle L.P. monogram says this is Liam Payne’s range of clothing with Hugo, but this is menswear with another message: be kind to the planet.

The third collaboration between Hugo and Payne, the collection supports Cotton Made in Africa, an initiative that aims to improve the living conditions of African cotton farmers and their families while expanding sustainable cultivation methods.

Senior head of design at Hugo menswear Bart de Backer says, “We’re encouraging customers to join us on this journey, and to try to shop with the planet in mind.” Two-thirds of the cotton used in Hugo Boss clothing currently uses eco-cotton, but the German brand has pledged to use cotton entirely from sustainable sources by 2025.

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