New treatments and technologies have made cotton suitable for the outdoors market. More and more outdoor retailers and brands are realizing cotton can perform as well as or better than synthetics.

Cotton is an incredibly absorbent fiber. Fabric engineering and textile chemistry have been able to adapt the way cotton addresses both exterior and interior moisture management and thermal regulation. Consumers now prefer active wear made from natural fibers such as cotton or cotton blends or wool. They choose cotton active wear over synthetics if the cotton apparel had thermal regulating properties, dried faster, wicked moisture and did not show sweat.

‘Storm Cotton’ technology is a finish that provides water resistance to cotton fabrics. Wicking Windows transfers moisture away from the skin to the outside of a garment, keeping its wearer drier and more comfortable during exercise. A single-knit jacquard is inspired by the underside of a mushroom. It consists of a flat, tightly knit outer surface and an insulating interior with peaks and valleys. The tight construction of the outer layer helps protect the wearer from wind. The multiple folds and grooves increase the surface area of the fabric, helping the wearer to retain body heat.