COTTON BOARD
by Brad Robb
Assistant Director, Communications
For many people, their favorite denim jacket is like their easy chair
at home; they always feel comfortable when it's wrapped around them.
IT'S NOT THE
MONEY
Through Cotton Incorporated's Lifestyle MonitorTM, a quarterly update on consumer attitudes
and behaviors based on telephone interviews, valuable consumer information is gathered
that lends insight to retailers and manufacturers. According to the Monitor most
Americans own at least one jean jacket. "With the jean jacket, it's not an indication
of how much money you make, it's more a reflection of your attitude. It's definitely a
great equalizer because no one can pass judgment on you when you're wearing it it's
so American," comments Clare McLean, associate director, public relations, for Cotton
Incorporated.
Sentimentality plays a role
in jean jacket ownership too. According to one survey respondent, her favorite jean jacket
is her father's original jacket he wore during his farming days in Iowa. "I have four
jean jackets in all. I hardly ever go anywhere without one tied around my waist,"
states Kay Fries, a showroom manager in Dallas.
Consumer love for denim
doesn't stop with jean jackets. Women today own, on average, 17 denim garments compared to
12 three years ago. Of the women surveyed, 71% said they intend to purchase one or more
denim items within the next few months.
RESEARCH & DEVELOPMENT
The physical structure of woven denim does not change much.
The basic 5-pocket jean is predominately open-end spun, with a 14-ounce weight fabric
constructed in a 3x1 twill. Pre-treatments like sanding gives denim a worn look, but new
chemistry usually provides consumers with innovative choices of fresh denim looks. To
obtain that color of denim, the cotton yarn must first be dyed.
In 1989, Wolfgang
A. Strahl, Cotton Incorporated's senior vice president of Textile Research &
Implementation, initiated a project to develop a process that would dye garments with
indigo dye, the dye used that gives denim its customary look. Up to that point, only two
types of indigo dyeing processes existed, ball warp dyeing and warp sheet dyeing.
Normally,
the reduced indigo dye is applied to cotton yarn in a ball warp or warp sheet arrangement
by dipping them through boxes to layer the indigo dye on the outside of the yarn. The
indigo dye is then air oxidized back to its insoluble form. Because an efficient garment
dyeing process had never been developed, creating an improved process would give clothing
manufacturers a valuable option in producing a variety of offerings, in various hues, that
consumers would hopefully find appealing.
In 1993,
Strahl hired an associate director. Technical Services, named David Vlaservich. Strahl
challenged Vlaservich to perfect this indigo process that Strahl had originally started
four years earlier. Indigo dye, in its pigment form, will not dissolve in water, and holds
no natural affinity toward cotton. However, by reducing the dye and improving the
dye-to-fiber affinity, Vlaservich obtained positive results by dyeing and extracting
cotton garments in an inert oxygen-free atmosphere which prevents premature oxidation.
Because it is a cheap gas
and heavier than oxygen, nitrogen was chosen to purge air from the dye machine, thereby
providing an acceptable dyeing environment. After the dyeing cycle is complete, the
nitrogen purge is again applied during the drain and extraction cycles where the excess
dyebath is drained into a collection tank for reuse in other dyeing batches. The machine
is then opened to the air and oxidation occurs, thus restoring the indigo color.
"This process promotes a
uniform dye application, improves dye yield and colorfastness, allows manufacturers to
re-use dyebaths and save money, while at the same time, remains environmentally friendly
because no harsh chemicals or dye-stuffs are released down the drain," explains
Vlaservich.
CONSUMER DEMAND
According to John Lupo, senior vice president and general
merchandise manager of Wal-Mart Stores Inc., the Arkansas-based retail giant sells more
than 3 pairs of jeans every second of every day.
Combining these cotton
retail facts, it's easy to see that denim continues its position behind the steering wheel
driving consumer demand for cotton.
|