Cotton Council International (CCI) has created an array of US cotton-rich apparel with the help of innovative technology. It will showcase different ways to use US cotton in apparel that benefit consumer demand, while providing global brands and retailers product opportunities that can drive sales growth.

CCI has done innovation in technologies, fabric blends, performance, design and fashion. Since introducing its What's New In Cotton initiative last fall, CCI has teamed up with more than 12 partners from across the world to present textile innovations that inspire new uses of US cotton.

Past innovations included workout wear that promotes faster recovery times, all-natural odour control towels and bed linens and a new technology to produce a softer cotton. All these innovations feature US cotton-rich fabrics.

Companies joining the Cotton USA licensing program can capitalise on US cotton’s sales benefits and streamline their sourcing. The Cotton USA mark is preferred by a 4-1 margin over a 100 per cent cotton label. Furthermore, consumers are willing to pay more money for products with the mark.

Cotton Council International, the export promotion arm of the National Cotton Council of America, is a non-profit that promotes US cotton fiber and manufactured cotton products around the globe with its Cotton USA trademark.