Everything’s new in cotton
Cotton USA recently organised the 2018 edition of its annual “Cotton Day” and used the event to kick off its global campaign “What’s new in cotton?” and showcase innovative technologies made with US cotton.
The event, held at Siam Kempenski Bangkok, also saw the announcement of collaborations with five licensee brands, namely Jockey, Hush Puppies, John Henry, Body Wild by Gunze and Frolina. Together, they co-launched five special collections of innerwear and towels that feature five world-class innovations and technologies for cotton. The collections and their special attributes were presented in a chic fashion show with a “Locker Room” concept by both celebrity and professional models, among them Boy Pakorn, Ken Phuphoom, Bee Namthip, Oabnithi Wiwattanawarang and Lee Thanat along with Philip, Attila, Joseph and Man from “The Face Men Thailand 2017”.
Kraipob Pangsapa, Cotton USA’s Asean representative, said: “Innovation is one of the reasons that over the past 22 years, we’ve been building consumer awareness of US cotton as a premium, eco-friendly fibre. Cotton USA consistently introduces innovative technologies to inspire licensees with new possibilities to increase the performance of their products. For example, these technologies are behind superior breathability and moisture-wicking performance that made cotton tshirts ideal for workouts. Denim, too, benefits from waterrepellent technology that gave jeans an added attribute for outdoor life. These performance products have received very favourable responses from consumers worldwide.
“This is our tenth consecutive Cotton Day celebration with textile industry suppliers, Cotton USA licensees, consumers and the media,” Kraipob continued. “The event also kicks off our global campaign to showcase innovation in technologies that will inspire everyone in textile business across the world with new ideas for cotton and cotton blended fabrics, performance of products and opportunities to meet lifestyle needs of the consumers.
“Innerwear and towels are contiguous to our delicate skin. Technological innovations are therefore introduced to increase their performance for better comfort and confidence of the wearers and users,” he pointed out. “Innovation can be found in the products of all these five brands. Jockey highlighted its argan oil innovation. Pure Moroccan argan oil contains beneficial fatty acids and vitamins. It is blended with US cotton, resulting in cotton innerwear that provides an extra soft touch and the ability to keep the skin moisturised. Hush Puppies features SuperCare Innovation, using collagen extract to give a soft, smooth touch to cotton fabric. This cotton technology also helps retain skin moisture and block UV rays. John Henry offers Deogreen Innovation, an anti-bacterial, anti-odour technology that also provides a soft, comfortable touch. Body Wild by Gunze brings the Cut-Off innovation, a seamless innerwear technology that allows the wearers to cut the sleeves or trunk to a desired length or cut the neckline to widen or deepen it without causing curls or unraveling at the edges even after more than 25 wash cycles. Frolina comes with Nano Pearl Innovation, in which the cotton thread is coated with nano pearl powder to give the fabric its soft, gentle touch and superb moisture wicking performance,” he noted.
To give consumers a hands-on experience of premium US cotton products and innovation, Cotton USA has created a popup store called “What’s new in cotton” at the Beacon 3 Zone, Level 1, Central World. It’s open through September 25.
