The breathability and general comfort of cotton has made is a mainstay in all apparel categories, with the exception of athletic apparel. Athletes have traditionally shied away from cotton due to the fiber’s absorbency, which can add the wrong kind of weight to a workout. Today, however, new technological innovations from Cotton Incorporated are positioning cotton as player in the athletic apparel arena --- a player with some serious performance chops.

The TransDRY™ finish enables cotton to perform on a par with synthetics – often surpassing them – and gives a first place advantage to active consumers; and consumers already are champions of cotton.  

According to the Cotton Incorporated Lifestyle Monitor™ survey,respondents describe cotton apparel as comfortable (87%), soft (86%), durable (77%) and well fitting (77%). 

Yet, in the athletic area, cotton has its detractors. For example, Kevin, a forty-four year old construction management supervisor, who favors synthetics for athletic wear because of their performance features. “I stay drier, and that goes a long way in enhancing my workout,” he says.

David Earley, Director of Supply Chain Marketing at Cotton Incorporated, is well aware of Kevin’s concerns. “People today are more active and they want apparel that not only keeps up with their lifestyle, but has a sense of style to it,” Earley explains. He concedes that cotton has had an historical disadvantage as far as performance was concerned, but adds, “that is ancient history.”

What’s new are technologies that make cotton a better-wicking, faster-trying and thus, better-perfoming player in athletic apparel category. Earley notes latest cotton innovations will not only please consumers who prefer cotton, but also surprise those who have favored synthetics in the past. “New performance technologies for cotton are giving consumers the best of both worlds.  Now they can buy a nice looking cotton garment that feels like their favorite cotton t-shirt, but performs like a moisture wicking synthetic.”

Is the marketplace ready? The numbers say yes. When asked by the Monitor how likely they would be to purchase cotton exercise or athletic apparel designed to perform like synthetic products, the response was overwhelming. Cotton garments with features that consumers say they would be somewhat or very likely to buy included those that keep one cooler or warmer (98%), fit better (97%), wick moisture from the skin (97%), dry faster (97%), don’t get wet during exercise (96%), or have better styling (95%). 

Thanks to pioneers like Longworth Industries, consumers’ dreams are now on-counter realities. Last fall, the company introduced Polarmax PMX cotton in baselayers, featuring the TransDRY™ technology.  The TransDRY™ technology actively moves moisture to the outside of the fabric, where it can quickly evaporate and dry twice as fast as regular cotton, Polarmax’s PMX cotton apparel with TransDRY™ provides all the comfort of cotton, with highly efficient performance features consumers demand.

Outdoor enthusiasts have raved about Polarmax’s PMX apparel, and it was recently honored with a Camping Life Editors’ Choice award. Randy Black, President of Longworth, says, “Technical cotton is applicable to so many parts of our business - from outdoor to military - and we feel really strongly about partnering with other U.S.-based companies to create jobs and quality products right here at home, while reducing our travel, shipping and quality control footprint.”  

Black hits on one of cotton’s strengths – its versatility – which is what rings true for active consumers at home, too.

“Combining cotton with performance enhancements is particularly remarkable as customers are shopping more for ‘lifestyle pieces,’ or items that can be worn to the gym and then further transition to running around town,” says Alle Fister, a dedicated exercise buff and Principal of Bollare, a West Coast-based lifestyle public relations firm.

Most consumers share Fister’s attitude; Monitor data reveal that 80% of consumers say they wear athletic apparel around the house, while 58% say they wear it while running errands, 34% while shopping, 18% while out to lunch or a movie, and 10% say they even wear it to work.

Linda Silver, Public Relations Manager for Uniqlo, observes that their basic tees enjoy an active life outside the gym. “We have great light weight cotton t-shirts,” she notes. “They come in multiple styles and colors, from neutrals to brights, that are perfect for exercise or casual wear.  Since they're light weight, they are comfortable to work out in, and the great fit and style lends itself to wearing the t-shirt with everyday wear.”

Now, consumers no longer have to choose between overly absorbent cotton or wicking-yet-odorous synthetics. Instead, they can reap the benefits of the innovative TransDRY™ finish, enjoying the comfort of their favorite natural fiber with the performance features of their favorite synthetics. Advantage, consumer.