Italian Cotton Traceability: OVS Brings Cotton Farming Back to Sicily

OVS set out to revive Italian cotton cultivation, which had declined since the 1950s, and to create a traceable, sustainable “Made in Italy” collection. The initiative aimed to strengthen supply chain transparency and support local agriculture in Sicily.

Haelixa worked with OVS to implement TraceDNA™, enabling traceability from cotton cultivation in Sicily to the finished garment.

• Marking at the source: Unique DNA markers created for OVS were applied to the organic cotton at the ginning stage in Italy, allowing forensic verification of origin throughout the supply chain.
• Verification at every step: qPCR testing confirmed the presence of the marker, and with it the Italian origin of the cotton, even after processing and manufacturing.
• Integration with OVS processes: The integration of marking and testing was customised to align with OVS’s existing production and supply chain workflow.
• Consumer-focused transparency: The results gave OVS traceability details to share with customers, reinforcing trust and its sustainability commitment. Read the OVS sustainability report.

A “Made in Italy” label describes where a garment was made, not where its cotton was grown. To prove that the cotton is Italian, OVS had its Sicilian cotton marked with a DNA marker at the gin. Testing yarn, fabric or garments later confirms that the cotton inside comes from the marked Sicilian harvest.

The partnership between Haelixa and OVS achieved:

• Verified Italian cotton: Sicilian cotton was traced throughout production, resulting in approximately 30,000 garments made from verified Italian cotton and produced in Italy.
• Consumer engagement: The traceable cotton collection, launched on Earth Day, 22 April 2023, shared OVS’s commitment to transparency with environmentally conscious customers. The initiative also contributed to the revival of local cotton farming and economic growth in the region.
• Stronger brand position: The collection strengthened OVS’s reputation in sustainable fashion.

This project uses TraceDNA™, Haelixa’s DNA-based solution for supply chain traceability.

OVS is Italy’s leading fashion retailer for men’s, women’s and children’s fashion, operating through multiple brands with a significant market share. Founded in 1972, it has over 2,000 stores in 35 countries in Europe, Latin America and Asia.