The Summer of Cotton

Tuesday 31st of March 2009 05:35:26 AM

The Summer of Cotton

The garment industry is counting on comfort this summer. We are already beginning to see the many cotton options for the season as stores begin to put summer stock on their shelves.

Summer 2009 runways and look books were all about cotton. Tees , polo shirts, tanks, light weight sweaters, and slacks are all available in a variety of cotton weaves and cotton blends.

Why so much cotton? According to Jim Erns, a garment industry executive, cotton is comfortable and durable – just what consumers want for the long, hot days of summer. “We have seen more cotton this season than ever before. People are living a more casual lifestyle now and cotton fits that need.”

Cotton and cotton blends are durable. Clothing made from this wonderful and comfortable fabric can be washed many times without the fibers breaking down. Many cotton garments come “pre-shrunk” so that they keep their shape over a long period of time and many washings.

Cotton also dyes well. Jim Erns states that summer’s cotton garments come in a wide variety of colors. “We have everything from big colors to crazy patterns. Graphics are big, too. Designers have really thought about what fits, what makes the body look good, and how to achieve that with cotton.”

Gone are the days of dressing up on summer evenings. This summer’s evening look is casual – cotton shorts or skorts and light cotton tops. Even these normally casual items can be dressed up for evening but still leave the wearer comfortable.

As stores stock their shelves for summer they are hoping customers like the new trend toward comfort. “Slow sales figures really scared a lot of retailers this past holiday season. We predict summer will really outshine those depressing figures and give the market a needed boost, “says Erns.