Reclaiming the active wear market key goal for Cotton Incorporated

Cotton Incorporated developing innovative technologies to keep cotton in the mix.

In many respects, the cotton industry has been here before. Cotton spinners were losing market share to synthetics when Cotton Incorporated, the research and promotion organization funded by producers, was formed in the 1960s.

Now they’re fighting to regain market share they won during the 1970s, 80s and 90s and then lost when cotton reached $2 per pound in 2010. Cotton Incorporated President and CEO Berrye Worsham said the high prices resulted in mills adding more synthetics to their blends.

This time the fight is complicated by new trends in products active wear and terms like sustainability. Worsham talked about the efforts in a presentation at Cotton Incorporated’s Multi-Region Producer Tour held at its headquarters in Cary, N.C., in mid-March.

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