Durable Upgrade for ‘the fabric of our lives’



We certainly have plenty to celebrate in our 50th anniversary year – and one of our really exciting events took place in early 2017. It’s our first ever collaboration with Cotton Incorporated, the research and promotion company for U.S. cotton producers and importers.

Throughout this special anniversary year and beyond, our two brands will work together to explore opportunities to make the ‘fabric of our lives’ even more comfortable, long-lasting and durable for a new generation of performance apparel.

What exactly does that entail? Well, natural cotton fiber is well known for being soft and comfortable. It’s a traditional, reliable choice as well as being biodegradable. Cotton is ‘the fabric of our lives’. But what happens when you combine these qualities with the performance benefits of CORDURA® fiber technology?

You get cotton-rich performance fabrics with long-lasting comfort – through practical advantages such as quick dry functionality, and enhanced durability.

This is neatly summed up by Cindy McNaull, global CORDURA® brand and marketing director:

“Collaborating with Cotton Incorporated celebrates the ideology we’ve been working towards for the past fifty years – ‘heritage meets innovation’. We continue to honor and embrace our history of creating durable fabrics, but strive to push the boundaries of how we can enhance them to create cutting-edge innovations suitable for the ever-changing marketplace. We listened to the voice of the customer and their need for cotton-rich performance fabrics that last. Working together with Cotton Incorporated on the ‘fabric of our lives’ allows us to bring two classics together to deliver the next generation of soft-comfort performance.’”

In complete agreement with this is Emily Croneberger, technology marketing manager at Cotton Incorporated:

“Cotton is inherently comfortable and cotton apparel often becomes a person’s favorite item. The more you like a particular shirt, skirt or jeans, the more you wear it and the more prone it is to showing signs of wear. Blending cotton with CORDURA® fiber technology enhances a garment’s durability, helping it hold up to the rigors of daily use, and looking and feeling good, longer.”

Cotton Incorporated’s mission

Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.

Watch out for what comes next

Fabrics from the CORDURA® brand and Cotton Incorporated collaboration are initially being offered by the following CORDURA® brand authorized mills, Artistic Milliners, Nishat, Chia Her and Arvind. More technology innovations are planned. You can keep up to date with developments at www.CORDURA.com and www.cottoninc.com.



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