Undergarments Are the New Overachievers

Technological Innovations Can Transform Cotton Underwear

July 22, 2010

	Cotton is affordable, it wears well and it stands for comfort. It’s something we all desire during these times. - Maureen Stabnau, Bare Necessities

The first thing one puts on when getting dressed is about to become the latest in forward-thinking fashion, thanks to technological advances. Cotton undergarments are taking their cue from athletic apparel, and are looking to take performance wear to the next level.

Both intimates and exercise wear have built their foundations on cotton, and in recent years, cotton athletic apparel has been enhanced by technical finishes and treatments that offer the wearer everything from moisture-wicking properties to anti-microbial abilities to odor resistance to temperature control. Underwear is the latest garment to be able to offer its wearers those extra performance features they have come to expect from their athletic apparel.

Moisture-wicking breathability is particularly appealing to consumers these days, given the unprecedented heat across most of the nation this summer, but there is potential for these garments to become a season-less necessity. Melissa Bastos, Manager of Market Research at Cotton Incorporated. “For example, Uniqlo has been selling moisture-wicking underwear in Japan for some time now, and we know from our research that the Japanese consumer is very fashion-forward, which means these garments could soon become popular among Americans, too,” Bastos says.

Uniqlo now offers these particular garments stateside. “The line is called Sarafine for women and they are the perfect warm weather layering pieces, offering moisture wicking with anti-odor and anti-bacterial benefits,” says Uniqlo’s Public Relations Manager, Linda Silver. “Imagine clothing that helps you to feel cooler and more comfortable during the hot summer months. Sarafine is the latest advancement in women’s innerwear combining breathable fibers with cross-woven nylon to keep women dry and comfortable. The form-fitted shirt contours to the body and feels smooth and silky against skin.” Cotton Incorporated recently introduced TransDRY™ technology, a patented, high-performance moisture management application that allows 100% cotton fabrics to transfer moisture away from the skin or across the surface of the fabric and dry faster – and can be applied on outerwear as well as innerwear.

“Cotton has been and continues to be an important fabric for both intimate apparel and men’s underwear for Bare Necessities,” says Maureen Stabnau, Senior Vice President of Merchandising for the intimate apparel retailer. “Customers want the softness and comfort it offers.” She also adds that in an uncertain environment, consumers look for comfort. “During these challenging economic times, customers want what they know, what they can rely on and cotton fits that need. Cotton is affordable, it wears well and it stands for comfort. It’s something we all desire during these times.”

According to the Cotton Incorporated Lifestyle Monitor™ survey, odor resistance, moisture wicking, bacteria fighting and temperature control represent significant growth opportunities for manufacturers and retailers. When asked about the performance features they seek in a bra, female respondents were more likely to cite easy care (58%) and stretch (54%). Odor resistance (15%), moisture wicking (13%), anti-bacterial (9%) and temperature control (6%) lagged. “Once consumers become acquainted with these features, I think there’s a chance for potential growth in the marketplace,” Bastos says.

Consumers demand cotton for their intimate apparel; more than eight out of ten women prefer their underwear to be made from cotton or cotton blends, according to the Monitor. And when asked about the factors that they considered important when purchasing underwear, female respondents cited comfort (98%) and fit (98%). Quality (92%), softness (92%), and durability (90%) also scored high on the list.

“Cotton is one of the main fabrics of contemporary casual fashion, including intimates,” says Christine Benidt, a co owner and founder of Bristols 6, a West Coast based intimate apparel line. “Cotton intimatescome across sounding very basic, but it doesn’t have to be. We are doing some great new styles with a cotton-modal that feels, fits, and looks amazing. It is fast becoming one of my go-to fabrics when designing intimates.”

Consumers are increasingly willing to forgo apparel purchases not deemed necessities, which means innerwear stands to benefit. “Underwear is one of the biggest categories on Shefinds.com,” adds Michelle Madhok, the online shopping guide site’s founder and Chief Executive Officer. “Women are passionate about sharing their experiences and recommendations. We’ve found that comfort is the number one attribute people are looking for, although style is a close second. In the summer, comfort equals breathable cotton.”

With technological innovations like the TransDRY finish, underwear is set to be the next overachiever.