Innovation is the driver of growth in any category and any company in the world. But, innovation in cotton has been on the back burner in favor of synthetic fabrics for too long.
To combat competition from synthetics and increase market share for U.S. cotton, Cotton Council International (CCI) created a new initiative to pave the way for innovation called WHAT’S NEW IN COTTON?™. The mission of this program is to inspire every corner of the textile business to think about new ways to use U.S. cotton and ultimately to specify more U.S. cotton in their products.
But where do we begin?
We know that U.S. cotton has a longstanding reputation for comfort and softness.
We know consumers want more from their everyday performance wear.
Combining natural U.S. cotton fiber with innovative technology can elevate the functionality of a tried-and-true everyday staple in activewear, an apparel category with a large market share of synthetic fibers. Illustrating the possibilities available with U.S. cotton fiber, we combined U.S. cotton with the revolutionary FDA-Determined Medical Device Celliant to create the first yoga pants and shirts that improve blood flow for faster recovery times while being super comfortable.
Read more at Sourcing Journal.