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FibreTrace.

A tonal departure from previous Country Road campaigns, this spot shines a light on their innovative FibreTrace technology.

Once the cotton is harvested from the farm, it is processed at the gin.

There, a luminescent pigment called FibreTrace^® is bonded to the fibre, which can be scanned along the supply chain to map and verify the fibre from farm to finished garment.

The ability to trace a fibre through the supply chain supports farming best practice and better working conditions.

“Creative discussions with Berlin-based sound designer Nikolay Antonov helped me greatly in shaping the soundtrack.”