Making Its Mark
Accounting for more than half of U.S. exports, cotton was a leading fiber for the first half of the 19th century. But, by the 1960s, the times were changing, and synthetic, manmade fibers, like rayon, nylon and polyester, challenged cotton’s market share. To regain ground, the natural fiber needed an identity among American consumers, and this is where the idea for the Seal of Cotton originated.
It all started with Dukes Wooters, former ad exec and the first CEO of Cotton Incorporated, who called on Walter Landor, founder of a San Francisco-based design firm, to help give cotton an identity.
“The assignment, or brief, we got was to find a way to stand up against synthetics,” recalls Susan Landor Keegin, Walter’s daughter and project manager at the time. “Cotton is the natural fiber. The environmental movement had started among a crop of young people wanting pure, simple, and good.”
For the last 50 years, no other image signifies quality and authenticity like the Seal of Cotton has. Cotton Incorporated is the benchmark other ingredient brands measure themselves by. "
Edward Hertzman
Founder
Sourcing Journal & Hertzman Global
As a partner to Cotton for the past 30 years, we’ve had the privilege to see them grow and evolve to meet every new opportunity and challenge of the moment..."
Adam Gerhart
Global CEO
Mindshare
The Seal of Cotton represents health, green and quality life. All of these fit with what we are trying to do. ...Cotton Incorporated always supports the development of China textile industry. "
Mr. Xu Feng
President
Textile & Apparel Weekly (TAW)
The Seal of Cotton represents the commitment to the supply and the consumers. As a leading international textile group, it is our pleasure to join hands with Cotton Incorporated."
Mr. Hong Tianzhu
Chairman
Texhong International Group Limited
At Yazbek, we seek equilibrium and harmony when using natural resources. Our main goal is to create a perfect relationship between nature and ethical production, manufacturing responsibly and sustainably.
We believe that the Seal of Cotton in our labels is quite important for the consumers, because it helps to distinguish those brands that keep working with natural fibers in their product portfolio."
Rocío Calderón Reyes
Marketing Manager
Yazbek
For more than 50 years, the Cotton Incorporated Seal of Cotton is a signal of superior quality that is recognized around the world. We congratulate Cotton Incorporated on this milestone anniversary, and importantly, on their commitment to sustainable practices within the cotton industry for the next 50 years, and beyond."
Amy Williams
CEO
Citizens of Humanity Group, Citizens of Humanity, AGOLDE, Goldsign
The REVOLVE customer looks to Cotton as a leader in sustainability and quality, and with the Seal of Cotton, they are promised comfort and versatility with every purchase. We’re so honored to have worked alongside Cotton and supported their efforts to introduce more green, sustainable practices within the fashion industry. Cheers to 50 years and what’s to come!"
Raissa Gerona
Chief Brand Officer
REVOLVE
Thanks to Cotton we have strengthened our bonds to keep innovating and better adjusting to the changing needs of our clients and the business environment."
Daniela Orduña
Director of Purchasing
Coppel
As a trusted collaborator for three decades, we have witnessed Cotton Incorporated’s remarkable marketing growth with the Seal of Cotton and unparalleled expertise. We joined forces on our ambition, #TurnToCold, elevating industry standards and forging a path towards making washing in cold water the next eco-habit. We embrace new horizons hand in hand, shaping a sustainable future together."
Todd Cline
Senior Brand Director Sustainability
North America Fabric Care, Procter & Gamble
A Winning Design
Twelve options for the iconic logo were presented, and the winning one was Susan’s design.
“It was a highlight of my life. We came up with several options, and the one that caught everyone’s imagination was my design, and it was the one that was ultimately used.”
The inspiration for the design, she recalls, came from a trip to California.
“I was going to see relatives who lived in the area and saw cotton growing in the fields with the bolls puffed up. I picked a bunch, and I brought it back to the office. Something about seeing it in person, the rigidity of the stem and the softness of the boll, I had never seen that.”
Susan’s design incorporated the word cotton into the image of a boll then it was animated to appear as if it were growing up from the ground.
“This was 1973, so it was a very rudimentary video, but this was a new idea, a new way of making a logo.”
Awareness of the Seal of Cotton trademark has grown over the decades, to consistently more than 3 out of 4 consumers recognizing the iconic logo, according to Cotton Incorporated.
“When you’re working on it, you don’t realize how special it is. It was a confluence of so many things. The product was great. The process was great. The people were great – great, lovely people on a mission to bring cotton back, and they did.”
Fashioning Its Future
The Seal of Cotton continues to make its mark on the industry and today about 950 different brands boast the Seal. It’s a tool consumers can use to easily identify products made of cotton, and this enables brands and retailers to create a point of distinction in cluttered spaces. In fact, 90% of people say it helps identify cotton products, according to the Cotton Incorporated’s 2023 Seal of Cotton survey.
The trademark may be licensed on both domestically and imported cotton products approved by Cotton Incorporated, and, in most cases, licensing is granted to qualifying products on a royalty-free basis. It can be used in a wide range of communications from packaging to promotional programs to point-of-sale displays to interactive digital experiences and beyond.
Seal of Cotton commits natural and quality lifestyle. We are pleased to make efforts together with Cotton Incorporated increase its recognition by more and more people."
Mr. Li Bo
Deputy Director
China Textile Information Center
Bros Eastern has been developing and producing eco-friendly and sustainable 100% cotton yarn and mélange yarn for many years. We are happy to work together with Cotton Incorporated..."
Mr. Yeung Waisan
President
Bros Eastern Co., Ltd.
The Seal of Cotton is a trusted brand that also represents sustainability widely. We look forward to celebrating the next 50 years of the Seal of Cotton and continuing our good work together."
Tod M. Kean
Co-Founder
Bonded Logic, Inc.
On behalf of Shasa’s team, we want to congratulate you for the fantastic job that you do every day with the cotton material, by innovating in the processes and in the fiber itself to create an exceptional fiber quality that is vital for today’s textile industry.
It is exciting to see how Cotton Incorporated’s work is focused to keep moving a circular industry."
Shasa
As a leading Gen Z retailer of comfortable, casual clothing, cotton is an integral part of Aéropostale's success. Over the past 50 years, the Seal of Cotton has been a symbol of premium quality and durability which has set the industry standard high & continues to inspire us. We look forward to the next 50 years of the logo we all know and love."
Michael DeLellis
EVP-Marketing
Aéropostale
At Walmart Mexico and Central America, we are proud to celebrate 50 years of the Seal of Cotton. As a Regenerative Company, our commitment is focused on boosting sustainable solutions that allow us to take care of the planet for our clients, our associates and the communities where we operate. We are proud to be part of this initiative with products bearing this seal at our Bodega Aurrera and Walmart Supercenter stores."
Julio Cesar Mendoza Sanchez
Merchandising Manager
Squad Apparel Supply
Walmart Mexico and Central America
Putting the humankind and the planet at the center of our decisions, at Walmart Mexico and Central America, we are proud to include products that care for their regenerative processes. Every day, more and more clients look for sustainable products and, more frequently, based their purchasing decisions on certifications, consequently it is key that we ensure to have a supply that responds to this need, both individually and collectively."
Bertha Iliana Miranda Rangel
Merchandising Manager
Squad Apparel Supply
Walmart Mexico and Central America
Congratulations on the 50th anniversary of the Seal of Cotton Logo!! This iconic seal is a symbol that represents the quality and craftsmanship of this incredible fiber that is a go-to in our lives-- everything from our everyday uniform dressing to the sheets our families sleep on is Cotton."
Stefania Allen
Co-Founder & Creative Director
Editorialist
At GE Appliances, we share Cotton Incorporated’s commitment to quality, durability and excellence. Fashion and home design may have changed, but we also have a long legacy of being an integral part of American homes through the decades with our laundry products. Congratulations on celebrating 50 years of the Seal of Cotton. Here’s to many more years of partnership together! "
Peter Pepe
Vice President of Clothes Care at GE Appliances
It’s also a simple reminder that cotton is the more sustainable option, compared to synthetics. A majority of shoppers associate The Seal of Cotton with “natural” and “sustainable” (90% and 82% respectively in the 2023 survey).
A Common Thread
Through the years, cotton has played a pivotal role in creating memories and shaping culture. From the tie-dye t-shirts and denim bell bottoms of the 60s and 70s, to the hip hop looks and flannel and ripped jeans of the 80s and 90s grunge era, and to the resurgence of past trends in today’s fashion, cotton has been the common thread in our favorite fashion moments.
Cotton has endured due to consumers trusting its benefits and having an affinity for wearing this durable, sustainable fabric. More than 90 percent of consumers state that cotton is their preferred choice because it is the most comfortable, softest, and most versatile fiber, according to the Cotton Incorporated Lifestyle Monitor™ Survey.
As the Seal of Cotton celebrates its 50th anniversary, Cotton Incorporated urges shoppers to make a conscious effort to check the label seeking products, clothing and home goods made of cotton and featuring the Seal when making purchasing decisions. The Seal of Cotton recognition remains strong, and together, we can make sure it will always be The Fabric of Our Lives.
Seal Accolades
For the last 50 years, no other image signifies quality and authenticity like the Seal of Cotton has. In my experience Cotton Incorporated is the benchmark other ingredient brands measure themselves by when trying to build a B2B and B2C audience. Congratulations and wishing you another 50 years of success.
Edward Hertzman
Founder, Sourcing Journal & Hertzman Global
Over the past 50 years, Cotton Incorporated has stood out as a brand and a company that people trust. As part of consumer’s daily lives, the Seal of Cotton represents more than just fabric. It’s a symbol of quality, durability, and sustainability. As a partner to Cotton for the past 30 years, we’ve had the privilege to see them grow and evolve to meet every new opportunity and challenge of the moment, and we can’t wait to be part of their journey for the next 50 years.
Adam Gerhart
Global CEO, Mindshare
The Seal of Cotton represents health, green and quality life. All of these fit with what we are trying to do. As our long-term partner, Cotton Incorporated always supports the development of China textile industry. We are also looking forward to its more and more prosperity.
Mr. Xu Feng
President, Textile & Apparel Weekly (TAW)
The Seal of Cotton represents the commitment to the supply and the consumers. As a leading international textile group, it is our pleasure to join hands with Cotton Incorporated. We are jointly committed to the research and development, production, and promotion of high-quality cotton products, meeting the expectations and demand from global consumers for cotton in the past, at present and in the future.
Mr. Hong Tianzhu
Chairman, Texhong International Group Limited
Seal of Cotton commits natural and quality lifestyle. We are pleased to make efforts together with Cotton Incorporated increase its recognition by more and more people.
Mr. Li Bo
Deputy Director, China Textile Information Center & Editor in Chief of China Textile Leader
As a leading mélange yarn supplier in the world, Bros Eastern has been developing and producing eco-friendly and sustainable 100% cotton yarn and mélange yarn for many years. We are happy to work together with Cotton Incorporated to witness that Seal of Cotton is widely recognized by the market.
Mr. Yeung Waisan
President, Bros Eastern Co., Ltd.
We are proud to work with Cotton Incorporated for the last 20 years toward our mission to design and create natural fiber insulation products. Our collaboration with the Blue Jeans Go Green™ program has helped to reduce textile waste by diverting nearly 5 million pieces of denim from landfills, continuing their commitment to reduce textile waste. The Seal of Cotton is a trusted brand that also represents sustainability widely. We look forward to celebrating the next 50 years of the Seal of Cotton and continuing our good work together.
Tod M. Kean
Co-Founder, Bonded Logic, Inc.
As a leading Gen Z retailer of comfortable, casual clothing, cotton is an integral part of Aéropostale's success. Over the past 50 years, the Seal of Cotton has been a symbol of premium quality and durability which has set the industry standard high & continues to inspire us. We look forward to the next 50 years of the logo we all know and love.
Michael DeLellis
EVP-Marketing, Aéropostale
Congratulations on the 50th anniversary of the Seal of Cotton Logo!! This iconic seal is a symbol that represents the quality and craftsmanship of this incredible fiber that is a go-to in our lives-- everything from our everyday uniform dressing to the sheets our families sleep on is Cotton.
Stefania Allen
Co-Founder & Creative Director, Editorialist
The REVOLVE customer looks to Cotton as a leader in sustainability and quality, and with the Seal of Cotton, they are promised comfort and versatility with every purchase. We’re so honored to have worked alongside Cotton and supported their efforts to introduce more green, sustainable practices within the fashion industry. Cheers to 50 years and what’s to come!
Raissa Gerona
Chief Brand Officer, REVOLVE
At Yazbek, we seek equilibrium and harmony when using natural resources. Our main goal is to create a perfect relationship between nature and ethical production, manufacturing responsibly and sustainably.
We believe that the Seal of Cotton in our labels is quite important for the consumers, because it helps to distinguish those brands that keep working with natural fibers in their product portfolio.
Rocío Calderón Reyes
Marketing Manager, Yazbek
At Walmart Mexico and Central America, we are proud to celebrate 50 years of the Seal of Cotton. As a Regenerative Company, our commitment is focused on boosting sustainable solutions that allow us to take care of the planet for our clients, our associates and the communities where we operate. We are proud to be part of this initiative with products bearing this seal at our Bodega Aurrera and Walmart Supercenter stores.
Julio Cesar Mendoza Sanchez
Merchandising Manager, Squad Apparel Supply, Walmart Mexico and Central America
Putting the humankind and the planet at the center of our decisions, at Walmart Mexico and Central America, we are proud to include products that care for their regenerative processes. Every day, more and more clients look for sustainable products and, more frequently, based their purchasing decisions on certifications, consequently it is key that we ensure to have a supply that responds to this need, both individually and collectively.
Bertha Iliana Miranda Rangel
Merchandising Manager, Squad Apparel Supply, Walmart Mexico and Central America
On behalf of Shasa’s team, we want to congratulate you for the fantastic job that you do every day with the cotton material, by innovating in the processes and in the fiber itself to create an exceptional fiber quality that is vital for today’s textile industry.
It is exciting to see how Cotton Incorporated’s work is focused to keep moving a circular industry. Undoubtedly, we believe that a sustainable supply chain is essential for our future, and we feel proud of all the work done and of course, to be part of it and the positive impact in the environment and in the communities on which cotton is produced. Your commitment with the sustainability is an example to imitate for the textile industry in the world.
Again, congratulations for your success. Keep on with that great work!
Shasa
For more than 50 years, the Cotton Incorporated Seal of Cotton is a signal of superior quality that is recognized around the world. We congratulate Cotton Incorporated on this milestone anniversary, and importantly, on their commitment to sustainable practices within the cotton industry for the next 50 years, and beyond. As consumers around the world pay additional attention to sustainability, recycling, durability and versatile products, the Cotton Incorporated seal will be even more important and covetable.
Amy Williams
CEO Citizens of Humanity Group, Citizens of Humanity, AGOLDE, Goldsign
Thanks to Cotton we have strengthened our bonds to keep innovating and better adjusting to the changing needs of our clients and the business environment.
Daniela Orduña
Director of Purchasing, Coppel
