Australian clothing brand RB Sellars has signed on Australian Cotton Mark-certified fibre across its top-selling Burton and Sandy workshirts, in partnership with Cotton Australia.
The new partnership comes as the Cotton to Market program scales in the industry, with over 85 million products now carrying the Australian Cotton Mark.
In 2024, 33 million products were licensed, a 16 per cent increase on the previous year, while the number of licensed brand partners has expanded to 52, reflecting 33 per cent growth.
To mark the partnership, RB Sellars and Cotton Australia will host two events in Toowoomba on March 13, including a Young Growers Forum focused on the future of farming, and a special RB Sellars event at its flagship store promoting Australian cotton in apparel.
RB Sellars CEO Jim Gall said using homegrown fibre is an investment in Australian agriculture and the future of responsible manufacturing.
“RB Sellars has always been about more than just clothing,” CEO Jim Gall said. “It’s about creating garments that reflect the strength and resilience of the people who wear them.
“Consumers are demanding more transparency about where their clothing comes from. When they choose RB Sellars, they’re choosing a product that directly supports Australian cotton farmers, strengthens regional economies, and upholds the highest sustainability standards.”
Cotton Australia board chair Nigel Burnett said RB Sellars’ work with local cotton growers represents a shift toward sustainable, locally sourced materials.
“Australian cotton has come a long way,” Burnett said. “Today, it requires 97 per cent less pesticide, 52 per cent less water, and 34 per cent less land than it did in 1992.
“Brands like RB Sellars are helping drive the demand for homegrown fibre, proving that Australian cotton isn’t just a better choice environmentally, it’s also a premium product that consumers and businesses alike want to support.”
RB Sellars was established in 1996, releasing its first menswear collection which included its Burton workshirt. The brand manages 17 stores across Australia’s east coast, and recently expanded its retail presence in New Zealand with a new store in Newmarket.
The brand also sells online, and manages a business-to-business arm outfitting rural and urban businesses Australia-wide. It is currently owned by The Propel Group, wich recently sold off its Rossi Boots and Driza-Bone brands to S. Kidman and Co, chaired by Gina Rinehart.
The Propel Group also owns equestrian brands Goodwoods and NatEquest.
Cotton to Market program lead Brooke Summers said the partnership with RB Sellars also includes full visibility into the origins of its Australian cotton clothing.
“The technology is there to show where a piece of fabric comes from, how it was grown, and under what conditions,” Summers said.
“It can then be followed through the manufacturing process all the way to the delivery of the end garment. RB Sellars’ commitment to Australian cotton proves that traceability isn’t just possible, it’s the future of responsible fashion.”