Left to right, front row: Cotton Incorporated executives J.R. Wang, Robin Merlo, Mark
Messura and J. Berrye Worsham gathered at the Beijing celebration
C
otton Incorporated, the US-based research and marketing company representing upland
cotton and importers of cotton and cotton textile products, recently celebrated its 10-year
anniversary in China. Events included a press conference and gala dinner at the Raffles Beijing
Hotel, at which Cotton Incorporated showcased its cutting-edge technologies and work from fiber
through consumer marketing. More than 100 people attended the event, including guests from China’s
government entities and the cotton industry, as well as the Chinese media. Guests were introduced
to Cotton Incorporated innovations including Storm Denim™ technology, the Wicking Windows™
moisture-management finish, Endure™ technology and the Engineered Fiber Selection® (EFS®) software
system.
Increasing Demand
“The importance of China and its influence on the world cotton pipeline is far-reaching and
undeniable,” said J. Berrye Worsham, president and CEO of Cotton Incorporated. “Cotton Incorporated
is committed to growing in conjunction with China’s dynamic economy and will continue to utilize
its technological resources and expertise to increase the demand for and profitability of cotton.”
Cotton Incorporated first entered the Chinese market in 1997. Throughout the past decade, it
has closely cooperated with China’s textile industry, strengthening cotton’s share of the fiber
market. Since establishing an office in Shanghai, Cotton Incorporated has expanded — working with
the entire textile supply chain, from the spinning mills to sourcing offices and retailers in
China.
Technology And Innovation
The year 2002 is regarded as the promotional turning point for US cotton in China. After
China’s accession to the World Trade Organization, the demand for imported cotton increased
sharply. Cotton Incorporated’s executive leadership visited China, demonstrating the company was
committed to expanding its presence in China, and helping ensure the future success of the
international cotton textile industry.
Since 1970, Cotton Incorporated has been at the forefront of research and innovation in
cotton. Many cotton technology innovations have been developed and introduced in China; and Chinese
cotton textile manufacturers and suppliers have adopted such technologies as Storm Denim, Wicking
Windows, Tough Cotton™ finish and Endure.
J.R. Wang (right), director of Cotton Incorporated, China, presented a live demonstration
of innovative cotton products.
Technical And Marketing Support
Cotton Incorporated experts travel throughout China, assisting companies to develop better
cotton products and increase their competitiveness in the world market. The company also has held
significant technology conferences in China, and these conferences — including Cottech™ Shanghai
2006 and the EFS Conferences in 2006 and 2007 — have been beneficial to the Chinese textile
industry supply chain.
Cotton Incorporated also promotes cotton to Chinese consumers. In 2006, in conjunction with
the US-based Cotton Council International, Cotton Incorporated launched a public relations campaign
entitled “Cotton — Beyond Your Imagination™,” aimed at raising consumer awareness and preference
for cotton.
In cooperation with the Beijing Institute of Clothing Technology, young fashion designers
from the university were invited to compete in a cotton clothing design competition. The winners
were featured in special fashion shows held in Beijing and Shanghai. After a successful
introduction in these two cities, the campaign will be extended to six additional cities around
China this year.
“China has the largest number of consumers in the world and a growing middle class,” said
J.R. Wang, director, Cotton Incorporated, China. “Everyday more consumers have disposable incomes
to spend. We are confident that cotton will become the number-one choice for most Chinese
consumers. In 2007 and forward, we will continue to expand our campaign because we feel that a
cotton promotion on the consumer level will benefit all global cotton producers and related
industries, including those in China.”
Cotton Incorporated President and CEO J. Berrye Worsham oversees the company’s global
research and marketing programs.
Cotton Incorporated’s Current Initiatives
Engineered Fiber Selection® (EFS®) System
The EFS System is a cotton management system for producing consistently high-quality yarns,
which is essential for producing high-quality fabrics. EFS System software-based cotton fiber
management enables cotton handlers to make an accurate inventory and evaluation, and make decisions
from ginning to spinning.
Storm Denim™
Storm Denim, a garment treatment especially for denim, adds long-lasting, excellent water
repellency and outstanding breathability to almost any kind of fashion denim, according to Cotton
Incorporated.
Wicking Windows™
An easy-to-use, moisture-management finishing technology, Wicking Windows creates a
versatile performance fabric. Several leading dyeing and finishing mills in China are adopting
Wicking Windows technology for international customers.
Tough Cotton™
According to Cotton Incorporated, Tough Cotton finish makes fabric smoother, stronger and
more durable. The technology already has been adopted in China in key dyeing and finishing mills
looking for an updated approach to long-lasting cotton, or as an alternative to conventional resin
finishing.
Natural Stretch™
Cotton Incorporated reports its Natural Stretch technology produces a 100-percent cotton
fabric with the same or better stretch than cotton/spandex blend fabric. Already adopted and
commercialized successfully in several major mills in China, the technology has been used in
shirting and bottomweight fabrics in the US market.
Endure™
Endure is a unique textile finish that prolongs the life and look of cotton products for the
home. Well-suited for bed sheet applications, this technology strengthens fabrics, reduces
shrinkage, helps maintain original color and improves wrinkle resistance, according to Cotton
Incorporated.
July/August 2007