Innovation in cotton has been given step-motherly treatment in favour of synthetic fabrics despite innovation being the driver of growth in any category and any company worldwide. To combat competition from synthetics and increase market share for US cotton, Cotton Council International (CCI) created a new initiative to open the way for innovation called ‘What’s New In Cotton’?™. The mission of this program is to inspire all aspects of the textile business to think about new ways to use US cotton and ultimately to specify more US cotton in their products. It is a well-known fact that consumers want more from their everyday performance wear.

Combining natural US cotton fibre 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 fibres. In a new innovation, US cotton was combined 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 US enhances the appeal of these concepts with consumers.

One must ensure the use of premium, quality cotton preferred by consumers around the world. A recent global consumer study conducted in the major consumer markets of the world shows 80 per cent 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 per cent US cotton or more in their products have the benefit of using the Cotton USA ™ Mark on packaging. Pairing innovative technologies with quality US cotton adds value to customers’ business. When mills, manufacturers, brands and retailers want strong, consistent and uniform fibres, they turn to Cotton USA ™.