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.
The premium value and quality of cotton from the U.S. enhances the appeal of these concepts with consumers—that’s why we’ll continue to bring new promotional displays like this to the forefront to inspire innovation across the industry.
But innovation for the sake of innovation isn’t enough. We also must ensure that we are using premium, quality cotton preferred by consumers around the world. A recent global consumer study conducted in the major consumer markets of the world shows that 80 percent of consumers prefer clothing and home goods that have the COTTON USA™ Mark over generic cotton. Preference is so high that two thirds of consumers said they would pay more for a product with the COTTON USA™ Mark rather than a generic cotton mark.
Brands, retailers and manufacturers that use 50 percent U.S. cotton or more in their products have the benefit of using the COTTON USA™ Mark on packaging. Pairing innovative technologies with quality U.S. cotton adds value to our customers’ business. When mills, manufacturers, brands and retailers want strong, consistent and uniform fibers—they turn to COTTON USA. The entire U.S. cotton industry is proud to create cotton fiber that is preferred for quality, consistency and innovation and is truly “The Cotton The World Trusts.”
COTTON USA is dedicated to providing the entire supply chain with networking opportunities, ongoing education, and the latest research and technological innovations as part of the premium value we are proud to offer to the entire industry.
Cotton Council International (CCI), the export promotion arm of National Cotton Council of America, is a non-profit trade association that promotes U.S. cotton fiber and manufactured cotton products around the globe with our COTTON USA™ Mark. We’re dedicated to spreading the message of how our family farmers are employing innovative precision agriculture techniques that allow them to use less water and pesticides, for a kinder, greener world. It’s just one more reason why COTTON USA is the Cotton The World Trusts. Look closer at COTTON USA. We think you’ll like what you see. Click here to learn more.
Uzbekisyan is well on its way to eradicating forced and child labor from its cotton supply chain, and with it the stigma that has plagued the sector and causes many U.S. and European brands from buying the raw material.Read more
The rapid rise of e-commerce is causing companies to rethink their logistics strategies and is sending ripples into the warehouse real estate market.Read more
UPS Capital, a subsidiary of UPS Inc., has expanded UPS Capital Cargo Finance service with new options on in-transit cargo for U.S. importers.Read more
The Ditto Smart Hanger could be a solution for retailers that are struggling to streamline inventory costs, stay sustainable and further engage consumers.Read more
Even though sustainable fashion is in its beginning stages, some retailers are taking the steps to accelerate the industry’s circular future.Read more
Amazon Go, Amazon's anticipated high-tech retail outpost, is now officially open, allowing shoppers to grab and go—without a stop at the register.Read more
Under the Bangladesh Accord, an unnamed clothing brand has been instructed to address safety issues in more than 150 factories.Read more