Cotton is such a traditional staple in the textile arsenal it may come as a surprise that new technologies and treatments are keeping this timeless fabric at the forefront of functionality, all the while maintaining its versatility and natural qualities.

The modern applications and technologies work on everything from trendsetting denim to fashion-forward capsule collections, as well as home goods like sheeting.

Soorty’s Eda Dikmen, senior marketing and communications manager, told the Lifestyle Monitor™ in an interview why the denim maker feels it is important to offer options such as collagen denim and ROAM Concept denim, which will be offered for spring 2026.

“At Soorty, we continuously strive to push the boundaries of what denim can do,” Dikmen said. “Consumers today expect much from their wardrobe: comfort, sustainability, versatility, multifunctionality and, most importantly, a purpose. Soorty’s research focuses on materials that deliver skin benefits, temperature regulation, breathability and flexibility — offering smarter denim solutions for a rapidly changing world. Innovations like Collagen Denim, which integrates skincare into fashion, or ROAM, a concept engineered for those who seek freedom in movement and adventure in every day, respond to these evolving demands by combining performance, well-being and responsibility in one piece of clothing.”

Soorty’s collagen denim blends collagen fibers into denim for enhanced comfort and care for sensitive skin. Its ROAM line blends nature-inspired garment finishes with high-performance fabrics that feature finishes such as anti-microbial properties, water repellency and enhanced breathability.

Research shows these features are sought after by denim consumers. Attributes like fit (76 percent), comfort (72 percent), quality (65 percent) and durability (60 percent) rate highest, according to the 2024 Cotton Incorporated Lifestyle Monitor™ Survey. But about half of all shoppers (49 percent) also seek traits such as stretch, as well as performance features like water- and fade resistance (35 percent).

Performance features likely make cotton that much more attractive to consumers. Consider that already the overwhelming majority of shoppers (73 percent) say cotton or cotton blends are their favorite fiber or fabric to wear, according to Monitor™ research. And 81 percent of consumers feel better quality garments are made from all natural fibers such as cotton. And about 6 out of 10 shoppers (58 percent) say cotton or a cotton blend is the fiber best suited for today’s fashions, trailed by polyester (7 percent), silk (5 percent), and Lycra/spandex (2 percent).

Creating performance apparel from natural fibers is what led to the second collaboration between technical outdoor brand Goldwin and men’s wear brand OAMC for a Spring/Summer capsule collection. The brands developed a 3-layer technical cotton that is both waterproof and ultra-breathable. The 10-piece collection includes weatherproof jackets, tees, hoodies, and technical pants. The brands say each piece “is distinct, featuring handwritten labels and hand-finished cords, resulting in technical garments designed with intention and purpose.”

Whether it’s denim, woven or knits, the natural properties of cotton can be enhanced through the application of new technologies. Cotton Incorporated’s Mary Ankeny, vice president of product development and implementation, described how new technology solutions can engineer cotton to manage or even repel moisture, improve durability, add stretch without the use of spandex and more – all for the benefit of the consumer.

“With rising inflation and less disposable income on hand, it is important that consumers can maintain the clothes they own,” Ankeny told the Lifestyle Monitor™.  “TOUGH COTTON™ technology is a very versatile finish for cotton as it imparts a soft hand and abrasion resistance that enables your garments to last longer. It improves a garment’s durability and keeps it looking newer longer. And it’s a technology that can be applied in a variety of ways: on yarn, fabric and garments.  So, no matter the item — socks, shirts, pants, leggings — TOUGH COTTON™ technology can be part of your cotton solution.”

One of the newest technologies Cotton Incorporated offers is RESTech COTTON™ for sheeting. Ankeny said it’s especially helpful for those who perspire during sleep as it reduces the amount of moisture cotton will absorb. Therefore, the sheets will dry with a sleeper’s body heat at least two times faster than conventional cotton sheets, providing a more restful night’s sleep. In addition, the RESTech COTTON™ finish imparts added levels of softness and abrasion resistance — so sheets last longer.

In an effort to use less water and energy, Cotton Incorporated has been evaluating the application of its STORM COTTON™ and TOUGH COTTON™ technologies through low-water spray systems from suppliers like Baldwin and WEKO, Ankeny said.

“Spray application uses less than half the amount of water of traditional pad application,” Ankeny explained. Because less water is applied, the fabrics can dry more quickly and with less energy. The resulting performance is the same whether spray or pad application is used.

Soorty is also looking to use less water through its wash and dye technologies that maintain vibrant colors while significantly reducing water and chemical usage. The easy-wash technology enables quick laundering without heavy treatments, while the salt-free dyeing process utilizes certified green chemicals, further minimizing water consumption.  

In April, Soorty will launch a number of performance-driven innovations at the Kingpins Amsterdam show. Products include EverWarm, which features a brushed-back interior to create softness from within, for natural insulation without bulk. The company is also introducing EverFit, a group of fabrics made for jeans that “fit like the first time, every time,” as well as an innovation that naturally keeps garments fresher longer, reducing the need for frequent washing.  

“While expanding our market reach is a priority, our focus is leading innovation in the highly competitive global denim industry,” Dikmen said. “Performance denim is no longer a niche. These innovations are reshaping denim’s role in modern wardrobes.”