Being of natural origins, means to be eco-friendly? Unfortunately, not. The cultivations of cotton cultivation are one of the most chemical-intensive. Indeed, the many pesticides, chemicals and conventional fertilizers involved are harmful not only for the environment but also for our health, by impacting air, water and soil. In developing countries, besides destroying the land, thousands of farmers are brought to death due to the exposure to these chemicals.

For this reason, it is always better to prefer organic cotton to traditional cotton. Organic cotton is produced without toxic agents and its cultivation also reduces water consumption of 98% thanks to the so-called "crop rotation" technique. A very ancient technique, that consists in changing the type of crops cultivated on a field regularly to increase its fertility. Farmers use natural techniques to ward off insects and threats, including releasing beneficial insects into the crops and covering them with natural materials to prevent invaders. The reason why organic cotton feels softer is that the threads that make up cotton have not been broken down or damaged by chemicals used in their growing process, making their surface smoother and nicer to the touch.

Most of the clothing brands of Kauri Store are committed to produce with organic cotton certified GOTS (Global Organic Textile Standards), the “green” standard to which Organic Cotton Textiles are produced.