COTTON GROWER MAGAZINE - April 2008

One way Cotton Incorporated increases demand for cotton is by creating unique fabric and apparel finishing technologies.

Then they work with key decision-makers in cotton's pipeline to get those innovations adopted into product lines which ultimately appear on store shelves.

One Cotton Incorporated innovation, STORM DENIM technology, was recently adopted by fashion designer Alexander Wang and retailer Mark's Work Wearhouse.

"These two adoptions are a perfect example of how our company divisions
work cooperatively to advance cotton's position in the market," says J. Berrye Worsham, president & CEO, Cotton Incorporated.

STORM DENIM technology provides water-repellency, protection from the cold and damp, and the breathability of denim. "Its fashionability and functionality were obviously recognized by these two diverse adoptors," adds Worsham.

The technology is applied in garment form, the last step in the apparel production process. Doing so allows more marketability for specific end uses and with that, more sales of cotton.