ActivewearBusinessFashionRaw MaterialsSustainability

Are Specialty Fibers Worth Paying a Premium For?

Supima took a less-is-more approach to its spring ad campaign this year. Conceived by integrated branding agency Graj + Gustavsen and dubbed “Chosen By,” the first print ad appeared in the Feb. 15 issue of T: The New York Times Style Magazine and quietly broadcast a simple yet striking message: that Supima’s brand of American Pima cotton is cherry-picked by Lacoste for its iconic white polo shirt.

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