In the past couple of years, Cotton Incorporated has facilitated cotton’s introduction into the performance apparel market. Mark Messurra, Senior VP, Global Supply Chain Marketing for Cotton, Inc. says that the alignment has moved a step further with Storm Cotton:
"Storm products were recently released and those feature the ability for the fabric to be water repellant and breatheable. And for many folks that may say, "Well ok, I've got water repllant rain coats... So what's new about this?" Well, your rain coat doesn't breathe. So, you keep the water out but you get hot and you are not comfortable. In a charged cotton and storm product, you have both water repellancy - the water stays out, it beads off the product - and you continue to breathe through the fabric. So, your body stays cool and comfortable. You don't overheat because the pores in the fabric, so to speak, aren't clogged up, the fabric is still breatheable yet it is still water repellant."
And the nice thing about Storm cotton is that you don’t have to be an athlete or a gym rat to enjoy the benefits:
"Men and women -- all ages -- this is for the folks who are absolute athletes and excercise and engage in athletic events everyday to those of us who like to be comfortable and casual and watch. It is all the comfort of cotton with the performance feature of water repellancy."
Storm Cotton, as well as Super Charged cotton are available in a variety of garments by Under Armor.
Mark Messurra, Senior VP, Global Supply Chain Marketing with Cotton, Incorporated
Read all about Storm cotton here...