As part of its 50th anniversary marketing and expansion, Invista’s Cordura brand is making its first collaboration with Cotton Incorporated, the research and promotion company for U.S. cotton producers and importers.
Throughout 2017 and beyond, the two brands will work together to explore opportunities to make the cotton even more comfortable, long-lasting and durable for a new generation of performance apparel.
Traditional, reliable and biodegradable cotton fiber is known for being soft, natural and comfortable. Blending cotton with the performance benefits of Cordura fiber technology adds additional comfort qualities such as quick dry, long-lasting performance, durability, extra tear strength and abrasion resistance.
“Collaborating with Cotton Incorporated celebrates the ideology we’ve been working toward for the past 50 years — heritage meets innovation,” said Cindy McNaull, global Cordura brand and marketing director. “We continue to honor and embrace our history of creating durable fabrics, but strive to push the boundaries of how we can enhance them to create cutting-edge innovations suitable for the ever-changing marketplace. We listened to the voice of the customer and their need for cotton-rich performance fabrics that last. Working together with Cotton Incorporated allows us to bring two classics together to deliver the next generation of performance to the ‘fabric of our lives.'”
Fabrics from Cordura and Cotton Inc. collaboration will initially be offered from several Cordura authorized mills, including Artistic Milliners, Nishat, Chia Her and Arvind. The two companies plan to extend the collaboration with additional technology innovations in the months to come.
“Cotton is inherently comfortable and cotton apparel often becomes a person’s favorite item,” said Emily Croneberger, technology marketing manager at Cotton Inc. “The more you like a particular shirt, skirt or jeans, the more you wear it and the more prone it is to showing signs of wear. Blending cotton with Codura fiber technology enhances a garment’s durability, helping it hold up to the rigors of daily use, and look and feel good longer.”
Cordura announced a series of collaborations this week in conjunction with its 50 years in business in 2017, including ones with Dickies, Cone Denim and Woolrich.