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Innovations boost active wear and performance apparels

Innovations boost active

New technologies in moisture wicking and weather resistance are helping cotton overcome outdoor challenges in performance apparels. Those in the active outdoor business have been wary of traditional cotton when worn for recreation such as hiking and backpacking, as sweat could be soaked up by the absorbent fabric, keeping moisture next to the skin and giving wearers a chill. But various technologies have proved that performance cotton can repel wetness from the weather as well as wick moisture from the inside and dry faster than traditional cotton and manmade fibers like polyester. 

There are several opportunities for retailers and brands that adopt cotton outdoor product. That’s because, although consumers know about active performance technologies like water repellency, thermal regulation and moisture management, research shows the percentage of consumers who have actually purchased them in the past is about half of the awareness level.

INNOVATIONS BOOST ACTIVE WEAR AND PERFORMANCE APPARELS

A survey shows that just 40 per cent of the population purchased cotton with water repellency, 35 per cent have bought clothes with thermal regulating properties and only 32 per cent have clothes have bought apparels made with moisture management. Researchers have gathered that consumers who bought apparel with performance technologies in the past are very satisfied (80 to 95 per cent) with their performance and twice as likely as non-purchasers to pay a premium for these added benefits. Among the many companies, Stio is looking to capitalize on cotton on performance apparel. Besides Stio, collaborations between Cotton Incorporated and several outdoor apparel companies are already in place.

 
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