We love cotton. That being said, we don't love everything about cotton. Traditional cotton requires an incredible amount of water, fertilizer, and a whole slew of chemicals to grow. The runoff of these chemicals and the carbon emissions released are nothing but trouble for both people, and the planet. One of the most critical decisions we've ever made at Keef Company was to make the switch to organic cotton. It's been a long and difficult process but we don't regret it one bit. We are proud to say that this year upwards of 75% of the cotton we used was organic. Why do we do this? Organic cotton needs less water and almost none of the harmful chemicals traditional cotton needs to grow. From a sustainability standpoint it truly is game changer. So if we may rephrase, we love organic cotton - and everything about it.