Joint Delegation Trip with Project Partners and Customers to India

• First phase of the “From Field to Fan Shop” project successfully completed
• Delegation visits Green Factory and other production facilities
• Football clubs like HSV value on-site exchange
• Positive signals for a joint start into Phase 2 of the initiative

Buchholz i.d.N., March 2025 – At the beginning of the year, a team from BRANDS Fashion, together with football clubs from the Bundesliga and 2nd Bundesliga, Fairtrade Germany, and the Gesellschaft für Internationale Zusammenarbeit (GIZ) traveled to India as part of the “From Field to Fan Shop” initiative. The objectives of the trip—to jointly evaluate the successes of the first project phase, gain broad insights into the local textile industry, and lay the foundation for the sustainable continuation of the project—were fully achieved.

The first stop was Mumbai, where all project participants reflected on the positive developments and progress of the initiative during a kick-off meeting. Launched in 2022, the first phase of the initiative successfully supported 450 Indian smallholder farmers in transitioning to sustainable organic cotton cultivation. The participating football clubs committed to purchasing this cotton for the production of their merchandise, some of which has been available in fan shops since mid-2023. In addition to ecological aspects and support, the initiative “From Field to Fan Shop” also includes social components, such as educational and sports programs for children and young people in cotton-growing regions. During this period, around 1,000 youths benefited from various training activities.

Experiencing Sustainable Supply Chains Firsthand

Following this positive reflection, the journey continued to Tiruppur in southern India, where long-standing partner SAGS APPARELS invited the delegation to visit the new Green Factory—an impressive flagship project in terms of environmental protection and social standards. The trip continued with further insights: over the next few days, the participants had the opportunity to explore the entire supply chain of the factory, from knitting and dyeing to printing. Additionally, visits to suppliers of accessories such as cotton bags, scarves, and beanies were on the agenda, all of whom also produce high-quality GOTS-certified textiles from project cotton.

“As a football club, we have a responsibility to offer our fans high-quality textiles while ensuring they are produced under fair and environmentally friendly conditions,” says Marieke Patyna, Director of Sustainability at HSV Fußball AG. “The trip to India has impressively shown us how important long-term commitment and transparency are.” Sascha Steinbrück, Head of Merchandising at HSV Fußball AG, adds, “Direct exchange with people on the ground is very important to us.”

Sustainable Memories

One of the highlights of the trip for the German delegation was undoubtedly this event: under the leadership of the Indian NGO Youth For Change (YFC), a sports festival was organized for supply chain workers and their families. This event brought together education, sports, and sustainable textile production—the core principles of the “From Field to Fan Shop” project—in a lively and memorable way.

Looking to the Future: Phase 2 of the Initiative

The trip also aimed to prepare the framework for Phase 2 of the project, in which additional cotton farmers will be included in the program and supported in transitioning to sustainable agriculture. Moreover, further thematic modules are planned to continue promoting additional social and ecological aspects in the future. The football clubs have already signaled their commitment to staying on board with “From Field to Fan Shop” and supporting the project for another three years.

“It is fantastic to see how dedicated all participants are to creating long-term positive change. Sustainability is not a one-time project—it is a continuous process that we will keep advancing together with our partners,” explains Mathias Diestelmann, CEO of BRANDS Fashion.

In addition to its commitment to sustainable supply chains, BRANDS Fashion is also dedicated to providing high-quality products to its customers. The final highlight of the trip was a Product Show, where innovative materials, new finishing techniques, and the latest developments in sustainable textile production were presented.

The journey to India demonstrated that real change is possible through transparency, collaboration, and innovation. BRANDS Fashion remains a reliable partner for sustainable textile production—from the field to the fan shop.