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Why Cotton?

Cotton checks all the boxes: It’s comfortable, durable, and sustainable. From the farm to the closet, it’s a good fit for consumers’ needs and our world’s.

Cotton is the Natural Choice

Cotton’s exceptional softness, breathability, and comfort make it the textile of choice for consumers and professionals. Unlike synthetic fibers, cotton also comes with a significant benefit for our natural world — from the way it’s grown to the way it’s used and reused, cotton offers opportunities to weave sustainability into the textile industry.

Comfortable

Cotton’s unparalleled comfort makes it ideal for clothing, home goods, personal care, and more.

Durable

From the most durable jeans to blankets that last many seasons, cotton can be optimized to create a wide range of products.

Sustainable

When people feel good in cotton, they can also feel good about it: Cotton offers significant environmental benefits.

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Consumers Love Cotton

Cotton is a favorite among consumers. In 2023, 76% of consumers surveyed said cotton, cotton blends, or denim are their top preferred materials for apparel. From quality and functionality to durability and comfort, consumers prefer cotton.

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Performance Technologies

Cotton truly is a versatile material. Durable and long-lasting, cotton is an ideal fabric for moisture wicking, thermal control, water repellency, or wrinkle-free technology. Learn more about performance technologies that make cotton so versatile.

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Sustainability

From selecting seed to cotton harvest, farmers take care to grow cotton with resources and the environment in mind, including using regenerative agricultural techniques. As a natural fiber, 100% cotton textiles are biodegradable1 and compostable,2 while synthetic fibers are not.

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Traceability

Knowing where cotton comes from and how it’s been processed builds transparency and trust in the supply chain. In the U.S., cotton is traceable from the gin to the mill and federal agencies such as the EPA, FDA, and OSHA regulate cotton production, ensuring data is publicly available.

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75%

of consumers say cotton, denim, and cotton blends are their favorite fabric to wear.4

75%

of shoppers say they would pay more for apparel made from natural fibers like cotton.4

Leverage The Seal

Consumers trust cotton and recognize The Seal of Cotton as a symbol of quality and comfort. When they see the seal and know a product is cotton, 82% of consumers say they can rely on the product or brand it’s associated with.6 Contact us today, and we’ll help you leverage the seal for your brand.

Page References

1

Ankeny, M., Daystar, J., Goller, C. C., Pawlak, J. J., Venditti, R. A., & Zambrano, M. C. (2020). Aerobic biodegradation in freshwater and marine environments of textile microfibers generated in clothes laundering: Effects of cellulose and polyester-based microfibers on the microbiome. Marine Pollution Bulletin, 151. https://doi.org/10.1016/j.marpolbul.2019.110826

2

Li, L., Frey, M., & Browning, K. J. (2010). Biodegradability Study on Cotton and Polyester Fabrics. Journal of Engineered Fibers and Fabrics, 5(4). https://doi.org/10.1177/155892501000500406

3

Cotton Incorporated 2020 Lifestyle Monitor™ Survey

4

Cotton Incorporated’s Lifestyle Monitor™ Survey, 2024

5

Cotton Incorporated. (2020). Cotton Applies Hard Science to Sensitive Skin. https://www.cottonworks.com/wp-content/uploads/2020/05/Cotton-Hypoallergenic-Brochure.pdf

6

Cotton Incorporated 2023 Seal of Cotton survey, a survey of 1,500 U.S. consumers conducted January 30-February 14, 2023.