Taking the material as a starting point to encourage more sustainable practices and processes in the Brazilian fashion industry, this research raises the case of organic cotton produced in the state of Paraíba, as an alternative that minimizes the impacts and reduces the risks of the productive activity to the environment and people s life. Considering the history of the region, where the culture of conventional white cotton was once the main economic activity, this research addresses the current configuration of the production chain of organic material up to the communication stage of fashion brands. As a result, this research aims to understand the functioning of the textile production chain by observing the design strategies used as well as the positioning of brands that operate within the sustainable fashion sector of the Brazilian market. This understanding will help to identify bottlenecks and possible design contributions so that the material becomes more widely used. In addition to the environmental impacts of organic cotton farming, the prospect of developing organic cotton cultivation is consistent with the idea of strengthening the sector, which may prove to be a driving force for the economic, social, and cultural development of the region. These are values that are inserted in the context of sustainability and have become indispensable for the future and development of organizations, as indicated by global trends for this sector of the industry.