Cotton is the largest natural fiber meeting demand for textile products, so the concept of sustainable cotton production is extremely important to today’s energy-conscious world. Cotton Incorporated defines sustainability as balance between growing profitability, protecting the environment and promoting social responsibility. Combined, these goals lead to an improved quality of life for future generations.

“In any given production system, the most sustainable choice is the one where the net effect comes the closest to meeting all three goals,” says Dr. Roy Cantrell, vice president of agriculture for Cotton Incorporated. “This concept of sustainability is very useful for comparing alternative agricultural systems.”

The fact that cotton grown by conventional agricultural methods is renewable and biodegradable adds to its overall sustainability; making it a top choice for consumers seeking environmentally-friendly products. Given the lesser amount of chemicals and pesticides employed in the production process of cotton versus man-made fibers and the hearty nature of cotton crops --- which are extremely drought- and heat-tolerant--- cotton makes smart sense as a go-to fiber for the longer term.

According to the Cotton Incorporated Lifestyle Monitor™, two out of three respondents cited cotton as a fiber that they considered “green” or safe to the environment. In fact, cotton was far and away the most-preferred fiber by consumers, surpassing all other fiber categories listed including wool and certain man-made fibers.

Cotton was also the top choice among respondents as the fiber they most prefer in athletic apparel; 46% of male and female respondents cited cotton, while 19% cited a mixture of cotton and man-made blends. One in three preferred cotton for its breathability and another one in three preferred it for its comfort.

While each gender appears to appreciate the benefits of cotton, women are more likely to exercise some caution in the purchasing process. According to the Monitor, one in two female respondents versus one in three male respondents said that they “usually” or “always” check fabric content labels. While women may be the more careful shoppers, both women (58.4%) and men (57.5%) were near equal in their resolve to pay more for a natural fiber such as cotton.

But don’t forget about the fashionable aspects of cotton, reminds Ferris Kawar, a spokesperson for Greenopia, an online guide to green living. “Many of the designs for women using sustainable cotton are colorful, feminine, stylish and most importantly, comfortable. Wearing these clothes makes one feel good about her self and good about the planet. People feel good when they put on sustainable cotton clothing because they know where it's coming from and they know that some of the money they spend will help the environment.”

“It’s great to buy an item of clothing you adore and receive the added benefit of getting that warm, fuzzy feeling when you support a cause you are concerned with,” affirms Sabrina Yeung, editor at Stylehive, an online community. “Consumers are quickly becoming aware of the connection to the choices they make on a daily basis and they want to show their concern by wearing it on their sleeves.”

Debra Dalal, a thirty-something mother of three in Manhattan, credits parenthood with her increased penchant for eco-friendly garments. “I can definitely say that I have been buying more of these goods since I have had children because it’s better for them and our environment; I’ve also noticed more and more of these garments in recent years. I am glad that they are becoming more common.”

Mothers-to-be are another emerging group demonstrating an interest in environmentally-friendly natural fibers, and that fortuitously coincides with their pursuit of the ultimate comfort, says Emilia Fabricant, owner and designer of Cadeau Maternity. “Most women, when they are pregnant, begin to become more sensitive to wool and other fibers, and it is important to design clothes with soft cotton and breathable fabrics. “

It is also important to note that cotton production is increasingly easy on our reserve of natural resources. “Cotton does not require excessive amounts of water. In fact, cotton uses less water than many other major crops produced in this country,” Dr. Cantrell notes. “Only 35% of U.S. cotton acreage requires some form of irrigation; the rest is supplied by natural rainfall. Furthermore, producers have become more efficient in their water usage. Compared to 25 years ago, U.S. farmers are now using 45% less water to grow a pound of cotton.”

Expect to see new technologies and recent practices employed in cotton production to continue reducing cotton’s environmental footprint. New varieties of cotton will be insect-resistant and drought resistant, thus alleviating the need for pesticides and copious amounts of water. Conservative tillage practices, involving less plowing and disturbing of the soil, have become more popular among farmers, leading to less erosion and run-off. That’s had a major impact, tells Dr. Cantrell. “These practices, as adopted in the U.S. from 1996 to 2004, have reduced CO2 emissions by an amount equivalent to removing over 27,000 cars from the road, permanently!”

Advancing technologies and an increased awareness of best practices in the production of sustainable cotton should insure its place as a preferred fiber for consumers and a favorite among the eco-minded. Being green may be easy, after all.

SOURCE - Cotton Inc., Womenswear LifeStyle Monitor™