The Touch, the Feel of Cotton On
Aussie apparel brand Cotton On is as much about fun-fashion as it is about fast-fashion. The Geelong, Victoria-based brand operates more stores in the United States (124) than Zara and Uniqlo combined, and is an international behemoth with more than 1,300 stores operating globally under 10 different banners, including the 522-unit Cotton On, Cotton Body, Cotton On Kids, FREE by Cotton On and Rubi Shoes.
Growth has been fast and strategic, but peppered with humor, optimism and the occasional dose of controversy. Overseas, Cotton On makes headlines for suggestive or controversial slogans, garners press for unorthodox expansion strategies and pushes its message through strong social media tactics. While the brand may be a little quieter here in the United States, the Aussie optimism and sense of fun are still in full view.
Chain Store Age senior editor Katherine Boccaccio talked with Cotton On general manager Felicity McGahan about the company’s unique approach to expansion — focusing on opening stores in smaller cities or outside major shopping districts as opposed to establishing large flagships in big markets — and how it plans to play to the American consumer.
In short, what is the Cotton On story?
Cotton On was founded in 1991 by Nigel Austin, a young 20-something guy from Geelong, who got his start by selling denim jackets out of his car at the local markets. Now, Cotton On is in 17 countries around the world. Nigel still owns the business and is very actively involved in the day-to-day of all aspects of the business.
We like to think that we are exporting the quintessential Australian optimism and positivity around the world, wherever our Cotton On stores are. We offer effortlessly cool and quality on-trend fashion — what everyone wants to wear now — at the best price. We’re a very relaxed and laid-back brand, which is reflective of the Australian lifestyle. We are committed to creating a healthy and balanced workplace; in our Geelong headquarters, we have a “bring your dog to work” policy, a gym with personal trainers and a cafe with a focus on healthy food on-site.
Our customers want the must-have fashion and they want it at a great price, and that’s what we deliver. With monthly seasonal in-store drops, our product is always new and fresh, and we can keep up with the latest trend and what’s hot now and make it accessible for our customer.
How does your real estate strategy differ from others in the fast-fashion space?
We already have more than 100 stores in the United States, and we plan to grow organically as the brand gains recognition. Our strategy is significantly different than others in the same space. We haven’t been the brand to open a flagship in the main shopping districts and put a multimillion dollar marketing push behind it. We’ve entered markets that make sense for our customer. Many of our shoppers are exposed to the brand via social rather than traditional marketing and advertising channels.
How does Cotton On differentiate itself from competitors?
Cotton On is proudly an Australian brand, and our products reflect the Australian lifestyle. We offer the latest on-trend styles that everyone wants, at an accessible price point. We like to think that we’re taking our Australian effortlessly cool style to our customers all around the globe.
How would you describe the company culture?
We pride ourselves on being positive and optimistic, yet in true Aussie style, we’re also hard working, and we’re not afraid to roll up our sleeves and work hard on any project. The company culture still feels very much like a family business.
What is your typical store footprint?
It is hard to define a typical store footprint, as our stores can vary from 150 square meters (1,614 sq. ft.) to up to 2,000 square meters (21,528 sq. ft.) for our multi-branded mega concept stores (which showcase a mix of our Cotton On Group brands).
In the United States, our typical store footprint is about 2,100 sq. ft. to 2,600 sq. ft. However, our average typical footprint is growing as we start shifting from small stand-alone stores to large-format stores.
What key design elements underscore the Cotton On brand?
We always ensure our stores are open with bright shopfronts, to reflect the brand’s optimism and make them feel more inviting. We start with a clean base with a mix of brick, wood and concrete finishes, which allows our visual-merchandising set-ups to be dominant, bold, confident and colorful. We also always try to maintain a balance in our store environment between the Aussie relaxed style, with modern on-trend updates.
How important is technology to Cotton On’s success?
Technology is a very important tool for us to ensure we can remain successful in the retail world. We’re always looking for new technology, which will allow us to engage with our customers in different ways. We always want to remain customer-focused, and technology allows our customer to dictate when and how they want to interact with us — so we must always be implementing fun and engaging initiatives (such as our app and our recently launched Augmented Reality window campaign) to make sure we achieve this.
Digital and social also play a huge role in the way we share content, reach our customers and engage on new levels. We have established some brilliant relationships with key fashion bloggers from around the world who can connect with our customers and help share our brand story.
Technology also provides us new ways to engage with our customers in-store too, with the introduction of digital screens in some locations.
The opportunities that technology brings are limitless, and we’re very excited and committed to staying on top of these advances to ensure we’re always engaging with our customers in new ways.
How would you describe your leadership style, and who has most influenced how you lead?
Our leadership style is modeled on six pillars: resilience, integrity, results-driven, resourceful, inspiring and visionary, and I would like to think I lead in a way that reflects these characteristics. I am extremely fortunate to be mentored and inspired by our founder and owner Nigel Austin. He is an extraordinary leader, and every day I learn something new from him. He constantly inspires and challenges me (and many others in our business), and he has certainly influenced the way I lead my team.
4 Things You Should Know About Australian Retailer Cotton On — EDITED
Not sated by expected sales of $1.4bn this fiscal year, meet the Australian retailer with plans to grow global sales to $4.5bn in 2025.
Twenty five years ago, Cotton On, Australia’s ascendant retail colossus, was just a market stall in a small town on a giant continent. Today they operate 1,400 stores in 18 countries, including Hong Kong, Singapore and New Zealand, with 600 of those stores opening in the last six years alone.
Safe to say, they could be the biggest competitor you didn’t know you had.
Cotton On somewhat sprung upon the States in the last three years, opening 100 stores with plans for 100 more over the next three years. They’re not afraid to open in untested markets either: recently opening in Namibia with Botswana and China (through Alibaba) soon to follow.
They even have their own university where young hopefuls are groomed to fill buying, merchandising and design roles to make sure that their ranks are full of ambitious and perfectly-trained personnel at all times.
They don’t just mean business, they might already be winning it from you. So let’s see what the data can tell us about this gutsy Australian retailer.
1. They’ve got all bases covered
When it comes to versatility, Cotton On is a Swiss Army knife. Aside from the main line, Cotton On’s brands include Cotton On Body (underwear), Cotton On Kids, Factorie (aimed at college kids), Typo (quirky stationery), Supré (fast fashion bargains) and Rubi (women’s footwear).
All have seen success, but it’s the trio of Cotton On, Cotton On Kids and Cotton On Body that’ll have the most potential to stir up new markets. The retailer breaks gender emphasis out in a way similar to H&M, with 57% of their offering womenswear (59% at H&M), 20% menswear (16% at H&M) and 23% kids’ (25% at H&M).
However, Cotton On’s offering is still far smaller than H&M’s, who has over 12,000 options currently online. In size of assortment, Cotton On, with a little over 5,000 options rings closer to Zara, with 7,000 options.
Category emphasis differs from other fast fashion retailers on the US market and this is why the likes of H&M, Forever 21 and Zara should take notice of their smaller mall-mate.
Current category breakdown at four retailers.
Cotton On give higher weighting to accessories than H&M and Zara do, and much higher weighting to footwear than the other retailers. Underwear is where Cotton On lead, accounting for 7% of their offering, compared to just 1% at Zara, 2.5% at Forever 21 and 3.3% at H&M.
2. They’re price competitive and highly promotional
Cotton On’s price point is lower than the market, with exit price just $84.00. The median price point, $15.00 is 19% lower than Forever 21’s median, 33% lower than H&M and $67.00 lower than Zara.
Cotton On really focus on the bottom end of their offering, with a higher number of options priced below $5.00 than H&M.
Entry and exit price points at Cotton On and global competitors.
Womenswear is especially competitive at Cotton On, where the focus price point is $10.00-$15.00. The below chart shows an average shopping bag price on some key items at Cotton On, Forever 21, H&M and Zara. Cotton On comes out 26% lower than the market average on these items. The only item they’re beaten on is jeans – both H&M and Forever 21 have cheaper styles retailing.
How Cotton On’s price compares to the market.
Spend & Save offers, bundle deals and site-wide one day discounts are all frequently recurring promo tactics at Cotton On. Most recently, the retailer ran 30% off online from March 25-28. Another 30% had been knocked off March 18-20. And before that, February 16, February 7… it goes on.
Here are just some of the discount tactics from the retailers homepage in the last few months:
3. Stuff moves ridiculously fast
The oldest item on Cotton On’s website is 12 days old. 12 days! That’s nothing. I mean, look at these labrador puppies, they’re also 12 days old. They’re still pretty useless to the world (cute, yeah sure), meanwhile, a Cotton On item has lived out its entire retail showtime.
Cotton On don’t have a big assortment compared to H&M or Forever 21. Instead they’ve chosen a ‘little and very often approach’. As we’ve seen, that doesn’t mean they avoid discounting. Instead, it means the whole retail journey plays out in an incredibly small amount of time. On average, a Cotton On item currently sells out in eight days, and is first discounted in five days. We imagine there’s a whole lot of caffeine being drunk in Cotton On’s North Geelong headquarters.
4. Trend isn’t high on their hitlist
Despite that speed, Cotton On isn’t as trend-centric as their price point competitors. They’ve invested into the slower-moving consumer trends like bomber and biker jackets and they’ve certainly capitalized on the athleisure movement with a strong active assortment for women. But when it comes to garment shape, fabric and decoration, Cotton On err on the safe side.
They run most shapes in four or five colorways. Palettes run pretty universally across the departments, with washed out shades favored. A pink, blue, white, khaki and black tends to be used in most garment shapes and in womenswear, aside from graphic tees, there’s very little in the way of patterned fabrics or embellishment. Repeat fabrics and colorways helps Cotton On keep their costs down. Multiple uses from fabrics mean they can place smaller orders, across a number of styles, which then move fast.
H&M, Forever 21 and Zara certainly cater better to the younger, fashion-conscious market, though those players should be intimidated by Cotton On’s activewear and lingerie. Where Cotton On has real potential to sting is the family outfitters like Gap, Primark and Uniqlo.
Here are bestsellers from Cotton On across women’s, men’s and kids’ in the last 18 months. Basics rule, with the occasional fun tee thrown in to lift the offering.
Is H&M’s strategy shifting to future-proof its brand portfolio?
H&M and Zara: The differences between the two successful brands
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Cotton On Body at Northlands
Cotton On Body
Designed by and for women, Cotton On Body is an Australian lifestyle brand that empowers women to live the life they want and feel amazing doing it. Discover your new everyday favourites in activewear, intimates, sleepwear, loungewear and swimwear.
Mon: 9:00am – 6:00pm
Tue: 9:00am – 6:00pm
Wed: 9:00am – 6:00pm
Thu: 9:00am – 9:00pm
Fri: 9:00am – 9:00pm
Sat: 9:00am – 6:00pm
Sun: 10:00am – 6:00pm
Cotton On Body accepts Kiwi Property gift cards
Click & Collect available
Main North Road carpark
+64 3 352 9230
Get directions to this store
RM Williams, Country Road and Cotton On close stores in response to coronavirus pandemic
Iconic outfitter RM Williams says it is closing its Australian stores from Saturday because of the coronavirus pandemic.
- RM Williams said coronavirus had stopped it “mid-stride”
- Country Road, Mimco, Politix, Trenery, Cotton On and Witchery stores are also closing shops
- The closures come a day after Myer and Kathmandu announced they were closing their stores due to coronavirus
In a statement, the company said “the COVID-19 crisis has stopped us mid-stride so to say, on a global level, affecting humanity at every level”.
“After great deliberation, knowing this will impact each of us and our RM Williams family in different ways, we are closing our Australian Stores effective the 28th March.”
Other high street retailers also shut their shops on Saturday as crowds stayed away.
Country Road Group and Cotton On Group both announced they were shutting their shops, leaving thousands of staff out of work.
Country Road will temporarily close all its retail stores in Australia from close of business on Saturday until further notice.
Cotton On, meanwhile, which owns brands including Cotton On, Cotton on Body, Factorie, Rubie Shoes and Supre, will close its 650 Australian stores from 5:00pm on Sunday.
On Friday department store Myer and adventure clothing and equipment chain Kathmandu announced they would close their stores from Sunday night for at least four weeks, standing down thousands of works.
RECAP: Look back on the latest news on the COVID-19 pandemic.
Owned by South African company Woolworths Holdings, Country Road Group says on its website it employs more than 7,000 staff across Australia, New Zealand and South Africa.
Stay up-to-date on the coronavirus outbreak
The company’s stable of retailers include Country Road, Mimco, Politix, Trenery and Witchery.
Witchery will close its Australian stores from Sunday. Mimco did not specify when its stores would close, but confirmed it had decided to “temporarily close our Mimco Boutiques across Australia”.
Cotton On will shut all its stores from Sunday.(
AAP: Simon Bullard
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Trenery’s stores will close from the end of Saturday until further notice, as will Politix’s.
“As a heritage Australian brand, we recognise that we have an important role to play in slowing the spread of COVID-19,” Country Road managing director Elle Roseby said in a statement posted online.
“This is a decision that has not been made lightly, and one we feel is necessary to protect the health and wellbeing of our team, customers and wider community.”
Ms Roseby said the retailer was working with all staff affected by the closures and was “exploring the best ways to offer our support in the coming weeks”.
Your questions on coronavirus answered:
“Our teams have shown nothing but dedication and professionalism during these difficult few weeks and we will do everything we can to bring them back together once these hard times pass,” she said.
What the experts are saying about coronavirus:
It is understood the Cotton On Group will redeploy some staff to work at Aldi and Woolworths supermarkets during the closure.
All the brands will continue to trade online.
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Fashion Review: Cotton On – Daily Bruin
There is a certain allure about European fashion megastores. I cannot seem to walk into Topshop or H&M without catering to my inner Kate Moss and throwing wads of cash at more outfits than I can usually carry from the store. Cotton On, an Australian megastore that has found its way to Los Angeles, is no different. While it lacks the whimsical glamour of stores like Topshop, it also lacks the pretentious prices, and is a mecca for everything from cotton basics and playful sundresses to sleepwear.
While I like my wardrobe to be eclectic ““ a Coco Chanel meets sugar plum fairy kind of feel ““ every wardrobe needs basics. Just look at the popularity of American Apparel’s basic attire to understand that a tank top is not merely a piece of fabric, but a life necessity. Cotton On takes the casual mindset of American Apparel and makes it accessible to everyone, not just wealthy hipsters.
At the Santa Monica Cotton On, I found $4 leggings to pair with my Urban Outfitters tunics, and tight-fitting gathered sleeve tops to pair with flouncy skirts.
My jaw dropped at discovering camel-colored ankle boots and patent leather low heels for $10. (The store’s Rubi shoe line is only available at the Santa Monica flagship store.) While the faux leather on the boots felt thin, it seemed a trivial complaint given the low price for an extremely versatile accessory, considering the last pair of camel boots I bought were more than $200.
Not everything in the store is ultra-basic, either. There are multitudes of flowy dresses and skirts in cheerful floral prints that perfectly fit the breezy style Los Angeles is known for. I also picked up a pair of cabbage rose-printed pink pajama bottoms with a satin bow for $10. Though an impulse purchase, they were too cute to pass up.
This dangerous “what a deal” mindset is certainly exploited throughout the store. Two-for-the-price-of-one deals seem to be everywhere, and the sale rack starts at $2.
For the glamour girl, lacy ruffled panties that rival the style of Victoria’s Secret are a mere $7 and come in a wide array of delicate colors and show no signs of falling apart. Gold aviators I purchased for $4 have held up for the whole summer, and still have a lovely metallic sheen.
There are a few cons to Cotton On’s inexpensive wear. Most of the cotton fabric is not pre-shrunk and will shrink a size or two once it goes through the wash.
For instance, I bought a simple sundress in an adorable periwinkle print only to wash it and find that wearing it in public would result in an arrest for indecent exposure. The same warning goes for leggings, which may become sheer given a good wash or two.
The store’s “cardigans” are also about as thick as tissue paper, and are hardly substantial enough for even a California winter. In addition to being flimsy, they are also too thin to layer with without stretching out to near transparency.
The age range of the line also seems unclear ““ some pieces are well-cut and catwalk sophisticated, while others seem outdated and are more reminiscent of the playground.
As with every bargain fashion megastore, Cotton On does some things well and other things half-heartedly. It is up to the consumer to be wise about their purchases, and, if possible, avoid falling into the trap of buying everything in sight just because it’s inexpensive.
However, with a good, fashionable head on your shoulders, the racks of Cotton On are worth perusing, especially when living in Westwood has convinced you a $30 cotton tee is a deal.
How This College-Dropout-Turned-Billionaire Built A Fashion Retail Empire
Cotton On Group
This story is part of Forbes’ reporting on Australia’s 50 Richest 2017. See full coverage here.
Nigel Austin was just 18 when he caught the entrepreneurial bug. He was newly enrolled in university but couldn’t fight the itch to swap the classroom for something more lucrative.
What he knew was clothes, so he sourced them from local wholesalers, hauled them in his pickup truck and started a one-man business throughout the local markets. “It didn’t go so well at first,” he recalls. But he stayed with it, spending most of that freshman year laboring tirelessly.
Then at 19 he took a big risk by dropping out of school and focusing on his business full-time. “[For a year] I didn’t tell my father I dropped out,” says Austin. “I came back after the second year and said, ‘[I have] good news and bad news. The good news is that this retail thing is going really well; the bad news is college isn’t for me.’ I literally was not going. [I was] always selling clothes.”
The grit paid off: Nearly 30 years later his Cotton On Group is the darling of Australia’s fast-fashion industry. Headquartered in Geelong, about 45 miles southwest of Melbourne, it boasts nearly 1,500 stores in 19 countries. Around half are in Australia; almost 400 dot shopping centers and downtowns in New Zealand, Singapore, Malaysia, the Philippines, Indonesia, Thailand and Hong Kong.
And now it’s focusing on the U.S., where it’s opened 143 locations since venturing into the market in 2009 amid the financial crisis. It is among just a handful of Australian retailers that have successfully expanded overseas on such a scale.
Cotton On Group
The flagship Cotton On stores exude the country’s laid-back sensibility, and they feel like something of a hybrid between Urban Outfitters, Old Navy and H&M. They’re known for everyday casual clothes, sold at modest prices and geared toward teens and young adults. Austin also takes aim at six other market segments with Cotton On Kids, Cotton On Body (lingerie, swim suits and activewear), Rubi Shoes, Factorie (casual streetwear), Typo (stationery and home decor) and Supre (a junior girls brand acquired in 2013).
In September research firm IBISWorld ranked the Cotton On Group at No. 16 on its list of Australia’s 500 largest private companies as measured by global sales; it was the largest fashion retail company to land on the ranking and commands nearly 20% of Australia’s $1.8 billion fast-fashion industry, bested only by Sweden-based H&M’s 22% share.
The company won’t talk about profits but it does say that global sales for the group, which has 5,600 full-time employees, reached $1. 5 billion for the year ended in June, up from $1.1 billion three years earlier. Austin, 47, owns 90% of the company, and with this year’s list of Australia’s richest, breaks into the billionaire ranks with a net worth that Forbes Asia estimates at $1.36 billion.
However, after enjoying double-digit growth for five years the group’s sales rose only 8.2% in Asia and 9% overall in fiscal 2017 as retailers faced headwinds from declining mall traffic and fierce, unrelenting competition from e-commerce.
Looking to the U.S.
In the U.S., where Amazon is expected to ring up a staggering 43.5% of all e-commerce sales this year, according to eMarketer, the group managed to grow by 16% over the past year. But that was significantly down from a peak in fiscal 2013, when it jumped by 54%. The group runs seven e-commerce sites in seven countries, which produce only 5% of overall sales but it says those sales are growing at 40% a year.
The U.S. has seen thousands of stores shuttered this year and notable retailers such as Sports Authority, The Limited and 61-year-old Payless ShoeSource have filed for bankruptcy. America’s department stores are also facing what has been dubbed the “retail apocalypse,” with Sears, Macy’s and J.C. Penney together closing hundreds of locations.
“The [U.S.] market is starved for a new proposition,” says Austin. “Everyone is looking backwards as opposed to looking forward. They’re more worried about closing stores than fine-tuning their business to the customer.”
Adds Cotton On Group chief executive Peter Johnson: “Retailers are realizing that the structure in retail is shifting. They’re looking at their properties and saying, ‘We’ve got too much.’ Our advantage is we came in at the base. We are taking it slower than we normally would because we are reading what’s going on.”
Dressed in a denim button down and seated in his company’s newest Melbourne office, a 19,000-sq. foot space adorned with neon lights of inspirational maxims, windows that capture a stunning panoramic view of the city, and bright plush seating throughout, Austin, who rarely talks to the press, recalls his formative years during a video interview with Forbes Asia.
Cotton On Group
“I remember from 8 or 9 years old that I always wanted to be in retail,” he says. “My father was a figure that I really looked up to and respected. That’s probably where I got my vision and purpose, through him.”
His late father, Grant Austin, ran a clothing wholesale and import business called the Austin Group, a once publicly traded company with $45 million in annual revenue during the late 1980s (equal to $130 million today), and where, starting at the age of 8, Austin would spend school holidays working. “There was plenty of tough love. My family had a very successful business, but I was limited with resources when I went to college. I was forced to go out there and have a strong work ethic.”
In 1991, he set up his first store in a small space behind a butcher shop run by his grandfather and sourced merchandise from his father. “The rent was $110 a week; the philosophy [was to] keep the risk as low as possible,” says Austin. “My goal for the first year was to make $2,000 a week. If I could make [that] then I could make $100,000 a year.”
He easily met that goal: First-year sales came in at $380,000. With his cousin Ashley Hardwick, who joined a year later and holds the other 10% stake in Cotton On Group, Austin raised enough money to open the next store and then the next, largely by leveraging his father’s connections with suppliers to create a direct-sourcing model, essentially cutting out the middleman wholesaler. Many of the suppliers from those days are still with the company today. “Our suppliers grew with us,” he says.
It took 15 years for the group to expand to 50 stores throughout Australia, a slow but steady rise that generated profits right from the beginning. The first international market Austin tackled was New Zealand, now the group’s third-largest market outside its home turf — after South Africa and the U. S. — with 139 locations. In Asia the company has 239 stores, with the strongest growth expected to come in Singapore, Malaysia and Thailand.
“Cotton On is one of the few Australian businesses that have done this on a mass scale,” says James Stewart, a partner and retail expert at advisory firm Ferrier Hodgson. “The Austin family has a very, very deep history in direct sourcing. They got first-mover advantage.”
One of the company’s strengths is its talent for finding good sites for new stores. Once a location is secured, the group has the agility and flexibility to add or pull back any of its brands to meet shifting consumer demand. “We can flex anywhere between a 30,000-square-foot store down to 800 square feet with [some] of the brands,” says Michael Hardwick, the chief financial officer and another of Austin’s cousins.
The group also keeps marketing costs very low. “[A large part of our marketing] is utilizing our online channels and store footprint to connect directly with our customer. Confident, clear product presentations and customer experiences work to drive traffic,” says the U.S. country manager, Mark Pan.
The strategy has produced healthy profits. Its peers report profit margins that average 9% to 10%, but Cotton On is likely enjoying margins well above that, given its strong position back home, where population is at 24.5 million. When asked about going public, the company responds with a quick and firm no. “It’s more fun this way,” says Hardwick.
Doing good: The Cotton On Foundation
Apart from growing his retail chain, the prudent founder, who has six kids, often focuses on a different kind of return.
Since spearheading the group’s philanthropic arm, Austin has funded nearly $50 million through his Cotton On Foundation and established 5,800 educational places as well as projects in healthcare and infrastructure, primarily in Uganda.
The idea was sparked a decade ago when he was approached by a local parish for $4,000 in donations for a community in that country, through which he gave happily. After being asked a second time Austin was compelled to visit the villages to grasp the impact of his contributions. In two weeks time, he was on a plane to rural Africa. “We were enchanted with the place… and thought we could do some work there… our entire organization really bought into this crusade,” he says.
The money comes from selling water bottles, tote bags, mints and tissues, which are typically placed near the stores’ checkout aisles and of which 100% of the proceeds go to the foundation. “It is a main component of the DNA of the business,” Hardwick says. “The ratio of foundation products to business products [sold] in the U.S. runs at 1 to 3.” This year alone global proceeds are expected to reach $14 million.
Cotton On Group Foundation
The employees are also actively engaged in the endeavor. Close to 500 team members have traveled to these regions, meeting the teachers, helping design classrooms and assisting children with their studies. Austin also regularly visits these areas and personally oversees the projects.
“The purpose of these trips is to drive further engagement among our team with the view that by generating greater awareness through our people, including our retail team members who are on the front line driving sales of Cotton On Foundation products, that it will help us to reach our goal of delivering 20,000 educational places by 2020,” the group says.
Austin’s biggest takeaway in life and business: “It’s [about] people… having the right people, that’s everything.”
There are more than 2,000 people on Forbes’ billionaires list. Do you know someone we’re missing, someone who doesn’t belong on the list, or something else we should know? Reach us confidentially, at [email protected] com or via our SecureDrop site.
90,000 clothing comfort that attracts 9,0001
Practically everyone knows about comfortable and durable cotton clothes. For a long time this natural product has won its firm place among fabrics. Everything you need to know about the production and characteristics of cotton clothing, as well as the comfort and tactile sensations associated with such clothing, you will learn here.
Cotton – as a key component of clothing
The earliest evidence of the existence of cotton clothing dates back about 6,000 years.Already in those days, people discovered the valuable properties of small white boxes with fibers. Along with its breathability, cotton can be dyed in any color and used for any area of production. While weavers in 17th century England processed cotton for durable materials, manufacturing in Germany only became prominent in the 19th century. Whether it’s the desire of children to play or the sporting ambition of adults – modern cotton meets the daily demands of skin compatibility, cleaning and stress. People with sensitive skin will especially appreciate the very good compatibility of this fabric. Find out what the secret of cotton fabric is here.
How is cotton grown?
Mallow cotton requires a largely frost-free and full-flowing environment. Today, cotton is grown as an industrial raw material mainly in China, India, Pakistan and the United States. For cultivation, along with numerous wild species, only cultivated varieties of cotton are important.It takes six to seven months for the plant to grow and bloom. “Cotton Belt” is the name given to the infinitely large fields of flowering cotton in the cotton-producing regions. Later, the painstaking manual work was taken over by large combines and today they collect up to 1500 kg of raw cotton daily from one machine. After the completion of the ripening and drying process, the seeds and the wax layer are removed mechanically. From 100 kg of raw cotton, 35 kg of processed fibers remain, which are sent to factories for further production of raw materials.
How is the production process of cotton fabric going?
The cotton crop is graded according to fiber length, smell, purity and color. Depending on the quality of the raw material, the carefully untangled and combed fibers are delivered to the carding machines in various ways. They are pressed and then turned into ribbons, from which the spinning machines are then drawn and twisted into fine yarns. Huge looms produce essential fabrics such as denim.In this case, the fabrics differ from each other. Highly elastic denim, which originally served as the material for Levi Strauss work trousers in America, and which has conquered the whole world as blue jeans, consists of at least two, in most cases of several different threads. Dyed warp threads and unpainted weft threads intersect at right angles and intertwine for extra strength. T-shirts from the so-called knitwear, on the contrary, are knitted. In this way the required elasticity is achieved and precise garments can be created. The International Cotton Mark denotes pure cotton without any by-products. In addition, by observing important recommendations for the care of cotton products, you can achieve durability in their use.
What are the properties of cotton clothes?
The unique nature of cotton raw materials provides incredible comfort in cotton garments. Strong and fluffy at the same time, cotton fibers surround the plant’s seed core.The original fibers absorb up to 20 percent moisture by their own weight in order to bring the nucleus to germination. Less durable and gentle on the skin, clothes made from modern cotton fibers pamper comfort and the ability to regulate temperature and humidity. In addition, cotton clothing allows you to regulate the moisture content of the skin, since the finished fabric is able to retain up to 65 percent moisture from its own weight. Cotton’s three unique advantages – hydroscopicity (ability to wick moisture), lightness and strength – complement the unrivaled combination used to make eye-catching jeans, skin-friendly underwear and T-shirts, and durable towels. The only disadvantage of cotton clothes: due to the low degree of elasticity, natural fibers tend to wrinkle easily.
What makes organic cotton different?
Headlines about pesticides, over-fertilization and the illegal use of child labor in cotton products cast a shadow over this beloved material. It is not always obvious where and how cotton was grown and processed for T-shirts and other items. Originally the tropics were considered the birthplace of cotton, where the abundance of sun and rain allows it to grow in the best possible way.Since the harvesting of wet cotton is rather difficult, the areas of professional cultivation have been moved to dry regions. This, in turn, requires systematic irrigation, which is problematic in these areas. In many places, there is a threat of soil salinization due to excessive drainage of water. The production of one single T-shirt consumes an incredible amount of water (up to 2000 liters). The so-called organic cotton or organic cotton guarantees controlled, environmentally friendly growing of seeds, from natural fertilization to the preservation of the yield of arable soils and the level of water tables. Thanks to crop rotation and hand-harvesting, high-quality organic cotton garments like bonprix colorful baby clothes are free of pesticides and chemical fertilizers and are doubly pleasant for you.
90,000 Scientists have named the best clothing material for protection against coronavirus :: Society :: RBK
Photo: Andrey Nikerichev / AGN “Moscow”
Scientists from the Public Health Agency and the University of Manitoba, located in Canada, during the study concluded that the coronavirus, when it gets on clothes made from 100% cotton, degrades in less than a day. The research results are published on the medRxiv portal.
Experts have investigated the stability of SARS-CoV-2 on experimentally contaminated personal protective equipment (PPE) made of various materials.
In addition to cotton fabric, the virus was also placed on nitrile gloves intended for medical examination, on reinforced chemical-resistant gloves, N-95 and N-100 respirator masks, Tyvek (a special lightweight and durable non-woven material), plastic, as well as on stainless steel steel.Then observations were made for three weeks. As the researchers found, it was on the cotton fabric that the virus was subsequently impossible to detect.
In addition, experts have come to the conclusion that the use of cotton masks is the safest and most beneficial.
In turn, scientists from the William Gates Foundation came to the conclusion that masks made of two layers of 600-thread cotton with chiffon filter more than 80% of particles less than 300 nanometers in size and more than 90% of particles are larger.
A study by specialists from the University of Illinois (although still awaiting peer review) showed that three layers of a pure cotton T-shirt have the same level of protection as surgical clothing.
According to experts, cotton fabric in the form of a multi-layer mask protects against the virus slightly worse than a medical mask. However, it successfully traps the respiratory droplets that spread SARS-Cov-2.
If you put cotton clothes in a closet, then after a day it can be considered safe, said Stanislav Otstavnov, deputy head of the laboratory for analysis of population health indicators and digitalization of health care at MIPT, to Izvestia.
According to him, it is important to study various tissues, since now it is necessary to understand in what conditions the virus survives and dies the fastest.
90,000 What do brands make of unwanted clothing?
For security reasons, sellers do not check the contents of the packages: all items are sent without sorting to a distribution center in the Moscow region. From there, to an intermediate stop, where they are prepared for shipment to the I: CO plant in Wolfen, Germany.
I: CO is an independent organization that, in addition to H&M, cooperates with 60 retailers in 65 countries. Their partners include The North Face, Levi’s, Vagabond and Forever 21. At the I: CO plant, things are sorted into groups: second-hand goods, reusable goods and recycling (production of textile fibers). Recycling is also used for the bags in which the customers return the clothes. It is important that nothing ends up in the landfill of I: CO: according to the company, about 1% of incoming items are unsuitable for recycling, and it is they that are burned to generate energy.
Textiles for recycling are also categorized. For example, a new similar material can be obtained from polyester without loss of quality by simply melting the threads. But it is not yet possible to create a durable fabric from 100% recycled cotton: shredded recycled cotton is mixed with virgin cotton, and the mixture is used to make fibers suitable for denim and other dense cotton fabrics.
The most difficult fabrics to process are blended fabrics, especially denim with elastane. In September, a new technology was launched that separates dyes and fibers – natural from synthetic.The technology was developed by the H&M Foundation and the Hong Kong Textile Research Institute (HKRITA). This is an open source technology, and in the near future it will be available on an industrial scale for everyone.
Materials from which the fibers cannot be extracted for new fabrics are used as raw materials for the production of technical felts, sound insulation materials, floor coverings and lining materials in the furniture industry.
The proceeds from the transfer of things I: CO go to cover logistics costs and are invested in social projects around the world.In Russia, this is the Vera hospice fund – for every kilogram of unnecessary things collected, the fund receives two euro cents.
H&M says that the company’s global goal is to close the production cycle and move to 100% waste-free production. Every spring – and twice a year since 2018 – H&M has launched the Conscious Exclusive collection, made from organic and recycled materials. The regular assortment always includes products made from organic and recycled materials.They can be recognized by the special green Conscious tag.
Summer women’s clothing from Indonesia, stylish clothing wholesale and retail
Online store women’s lace clothing
We are glad to welcome you to our online store of women’s clothing. Here you can buy women’s summer clothing made from natural fabrics.
We bring to your attention a collection of handmade models with cutwork embroidery.
– These products are embroidered with love by the hands of women working in their homes and small factories on the islands of faraway Indonesia.
– This subtle art is known as cutwork stitching or French embroidery.
– For 300 years now it has been coexisting in harmony with nature. Like a drop of rain, snowflakes, or you, no two are alike.
-Modern designers and oriental artisans have joined forces to create these clothes.
Cutwork embroidery, delicate lace products are made of 100% viscose – Rayon material on a knitted or fabric basis (poplin), in combination with satin stitch embroidery using beads, bugles and sequins.
Dyeing fabrics using batik and air brush technique (spraying a pattern onto a stencil),
The collection includes suits, dresses, blouses and skirts of various colors and sizes.
Romantic style for casual and evening wear is the leitmotif of the collection.
Particular attention to the collection of women’s clothing in large sizes up to size 75.
We also offer you summer leather shoes using reptile skin
with hand embroidery from beads and stones!
Beach pareos (size – 120 cm by 170 cm) of various colors, using the technique of batik and nodular dyeing, complete our assortment – soft, light, comfortable, they easily turn into togas and tunics.
Thank you for reading. We wish good luck to everyone who feels art with their hearts.
Richelieu Bali Team.
We invite wholesale buyers to cooperation – there is a system of flexible discounts.
Delivery of goods – directly from the manufacturer. The product has a Russian quality certificate.
To clarify the availability of goods and buy, you can call:
90,000 What cotton items are sewn for children and adults?
Cotton is a versatile fabric that is used in sewing a variety of underwear and clothing.The main advantage of cotton material is that it is a natural product and meets all hygienic standards. Therefore, clothes made from this fabric are the choice of people with allergic reactions, caring parents and simply rational buyers.
What kind of things are sewn from cotton?
Today, cotton is used to produce underwear, outerwear, and sleepwear. Everyone is familiar with tight jeans and thin cotton shirts, light summer dresses and beautiful blouses, soft children’s undershirts and caps.Also recently, the material has been actively used for the production of suits for men and women. Children’s cotton clothes are even more varied and are made from such cotton fabrics as interlock, terry, kulirka, etc. Cotton clothes look quite impressive, but quickly lose their shape and stretch during the process of wearing.
Lingerie is worth special attention. It is perfect for any season. In summer, it is not hot in it, because the structure of the fabric breathes, and in winter it is not cold, because cotton fibers are able to retain body heat.It is better to choose cotton products in natural colors. It is this material that most often sheds during washing at medium and high temperatures and delivers a lot of trouble.
Wear and care
In terms of socks, cotton is capricious and finicky. It crumples quickly, burns out and has the ability to form pellets, otherwise called pills.