| In the 1984 feature film The Natural, Robert Redford portrays a middle-aged baseball player who makes a magical comeback to the sport. Through new technical finishes, ther veteran natural fiber cotton is making a similar comeback to the athletic-apparel game. |
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| High-tech Cotton Provides Comfort and Moisture Management. |
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The WICKING WINDOWS™ and TransDRY™ technologies Cotton Incorporated get back to business basics: giving the people what they want. In the case of the athletic apparel market, that means cotton and moisture management.
A look at the stats reveals that over half of consumers responding to the Cotton Incorporated Lifestyle Monitor™ survey say that they prefer their athletic apparel to be made of cotton or cotton blends, while synthetics rank in the single digits. The company's Sports Apparel Survey shows that 98% of consumers would prefer a cotton garment with natural moisture management properties over synthetic offerings for athletic wear; and that 72% of those surveyed would be willing to pay more for cotton apparel that wicks moisture.
Acknowledging the consumer base for such apparel, David Earley, Director of Supply Chain Marketing, Global Product Supply Chain at Cotton Incorporated, is quick to correct a misconception: "Cotton has inherent wicking properties, but the WICKING WINDOWS and TransDRY technologies enhance that ability beyond that of many synthetic fiber alternatives on the market today."
The WICKING WINDOWS finish, which can be applied in garment or fabric form, draws moisture from the interior of a garment to the outside where it spreads out evenly for fast evaporation; in fact, moisture-transfer testing shows that the garment surface next to the body remains up to 50% drier and has less surface cling. The invisible and odorless finish neither affects the soft hand of cotton that consumers prefer nor retains the odors so often associated with athletic apparel made of synthetic fibers.
"The WICKING WINDOWS technology is ideal for general sports apparel, like golf or running shirts," explains Earley.
The TransDRY technology takes cotton moisture management one step further by applying the finish at the yarn level. With this advantage, treated and untreated cotton yarns can be combined into limitless combinations, creating fabric constructions that allow for unique and versatile moisture management and quick-drying performance. This latitude means a garment can be engineered to match varying performance levels for specific end uses.
"We partnered with several firms in the supply chain to bring the TransDRY technology to market," says Earley. Among these firms was Longworth Industries, Inc., and American manufacturer of high-tech performance apparel and base-layer garments, which first brought the TransDRY product to market under its PolarMax Naturals brand. Longworth has also been field-testing prototype garments with branches of the military to gauge performance and adaptability of the TransDRY technology.
The concept of TransDRY and cotton "is phenomenal for Longworth," says Trey Harris, Senior Director of Business Development, Government and Military, for the company. "The cotton is sustainably grown in the U.S., and that addresses a core consciousness among consumers against petroleum-based products. A lot of companies are embracing this."
Harrris points out that Longworth's cotton double knit has advantages over man-made fiber products. "With untreated cotton on the outside of the fabric and treated cotton against the skin, moisture finds its way through better than in our synthetics."
The WICKING WINDOWS and TransDRY finishes are enhancing technologies that not only build on the natural moisture management attributes of cotton, but appeal to consumer preferences for cotton athletic apparel and their elevated environmental consciousness. It seems only fitting that in this, the United Nations' International Year of Natural Fibres, cotton would hit a home run.
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