Innovation drives markets. New ideas, new technologies, new ways of making the established and familiar more attractive and desirable keeps those products viable. The newly introduced Storm DenimTM technology provides water-repellency, protection from the cold and damp, and above all, breathability — all in a garment-form application that merges fashion with function like never before.
"Our goal was to offer a high degree of water repellency for use in rainwear and outerwear, while maintaining the comfort and breathability of cotton," states William A. Rearick, Cotton Incorporated Director, Textile Chemistry Research.
From a functionality perspective, Rearick and his team achieved their goal. The Storm Denim finish compares well to synthetics in terms of water repellency, but bests these products in breathability. The new finish also provides an additional level of performance in durability. In tests against unfinished denim of the same weight, the Storm Denim finish offered better fill and warp tear resistance, as well as improved warp flex abrasion.
Then there is the fashion angle. "In the jeans segment, it's always about the next new thing," says Mark Kametches, Cotton Incorporated Global Product Supply Chain. "The industry has seen water-repellant denim finishes before, but usually applied to fabric. Applying in garment-form means that almost any denim finish can accept the technology; creating more consumer benefits, more marketability for specific end uses and with that, more sales."
Currently, the U.S. denim market is approximately $17 billion. As big as that market is, there is still room for innovations like the Storm Denim technology. Imagine the consumer appeal of a product that can stand up to a variety of activities in wet and cold conditions, without sacrificing the inherent fashionability of blue jeans.
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.