By Liang Long

One year after its launch of WHATS NEW IN COTTON？ at Intertextile Apparel Fabrics in Shanghai， Cotton Council International （CCI）， once again showcased an array of U.S. cotton-rich apparel created with innovative technology at its booth in Hall 4.1， E55 at Intertextile Shanghai Apparel Fabrics from 27th to 29th September.

WHATS NEW IN COTTON？ at Intertextile Shanghai showcased different ways to use U.S. cotton in apparel that benefit consumer demand， while providing global brands and retailers product opportunities that can drive sales growth. CCI， Cotton Incorporated and Supima exhibited jointly in one large cotton pavilion to display innovation in technologies， fabric blends， performance， design and fashion.

“Since introducing our WHATS NEW IN COTTON？ initiative last Fall， weve teamed up with more than 12 partners from across the world to present textile innovations that inspire new uses of U.S. cotton，” Karin Malmstrom， CCIs Director of China and Northeast Asia said.

Past innovations have included workout wear that promotes faster recovery times， all-natural odor control towels and bed linens and a new technology to produce a softer cotton. All these innovations feature U.S. cottonrich fabrics.

“You will want to come visit our booth at Première Vision to see the latest innovations in U.S. cotton， as well as to learn how joining our COTTON USA？ licensing program can help your company capitalize on U.S. cottons sales benefits and streamline your sourcing，” Karin added.

A recent global study indicated the COTTON USA？ Mark is preferred by a 4-1 margin over a 100% cotton label. Furthermore， nearly 2/3 of consumers said they would be willing to pay more money for products with the Mark.

At the end of the interview， Karin told the reporters that “we have been always focusing on sustainability， environmental protection and innovation. Chinese market is experiencing consumption upgrades. CCI is leading innovation from the source in line with the needs of the Chinese market. The effect of this exhibition is very good， we have been welcoming visitors to the booth constantly from morning till the end of the day. Next year， we will participate in the exhibition again.”