Alexandra Wexler reported on the front page of Saturday’s Wall Street Journal that, “You can stretch cotton only so far. Pushed by persistently steep prices for the fabric, apparel makers are weaving synthetic fibers into clothing that was once 100% natural.
“The trend is showing up at a range of retailers, from high-end to mass-market. Jeans from Los Angeles-based seller AG, which specializes in premium denim, are made from cotton, lyocell and polyurethane and cost $168. American Apparel Inc. offers a $22 T-shirt that is a blend of polyester, cotton and rayon. A dress from Hennes & Mauritz AB made from rayon and spandex costs $12.95.
“This year, U.S. imports of clothing made chiefly from synthetic materials are poised to outpace cotton apparel for the first time in more than two decades. As recently as 2008, 60% of apparel imports–the vast majority of the U.S. clothing market today–were made of cotton [see related graph from the article].”
The article explained that, “While economics is a factor in clothing makersΆ move away from cotton, consumers were already heading in the same direction. Under Armour Inc. became a $2.9 billion a year business selling athletic gear made with synthetics including polyester, the oil-based fabric once associated with leisure suits and golf pants. Lululemon Athletica Inc.Άs yoga pants arenΆt just worn in the gym anymore.”
SaturdayΆs article noted that, “‘I donΆt believe that this is cyclical–I believe that this is evolutionary,Ά said Bob Grayson, former chief executive of Limited Stores and Lerner New York and founder of Grayson Co., a retail and consumer consulting group. ΅Just as technology impacts other categories, technology is now impacting fashion.Ά”
