JERUSALEM — Delta Galil Industries is touting its latest fabric innovation as the next generation of cotton.

This story first appeared in the March 24, 2009 issue of WWD. Subscribe Today.

Delta’s ReaLasting Cotton product has been developed to last longer than ordinary cotton fabric.

“You won’t need to ever throw out your favorite pair of underwear,” said Esti Maoz, Delta’s chief marketing officer. “This one will last forever.”

While many consumers prefer 100 percent cotton, the soft fabric loses its flat sheen after many washings. Delta responded by developing a cotton, in the fabric treatment process, that can withstand multiple washings while retaining its original hand feel. It’s an important step forward for Delta, which manufactures undergarments for the likes of Victoria’s Secret, Target, Banana Republic and Tommy Hilfiger.

In addition to withstanding the rigors of the washing process, executives are also positioning ReaLasting Cotton as a product that can offer environmental and economic savings. Longer-lasting garments mean fewer purchases and less waste.

“Cotton is the fabric of our lives, and Delta invests a lot in development and technology that will improve that fabric,” said Maoz. “We offered improved wicking with RealCool Cotton, and we went to the second stage with ReaLasting Cotton.”

Maoz said there is strong interest among Delta’s regular customers for the new cotton fabric.