Clothiers focus on ‘cooling’ fabrics as global temperatures rise

Clothiers focus on 'cooling' fabrics as global temperatures rise

The Rise of “Cooling” Fabrics in the Retail Industry

In the midst of record-breaking temperatures and scorching heat waves, retailers are finding innovative ways to boost sales and meet consumer demands for clothing that can help beat the heat. Companies like Macy’s and Columbia Sportswear are increasingly using “breathable” and “cooling” fabrics in their products, offering relief from the blistering heat while still remaining stylish.

Embracing Performance and Comfort

Major apparel companies such as VF Corp and Reformation have joined the trend, incorporating warm-weather styles made with Tencel, a lyocell fiber known for its exceptional absorbency. This material, manufactured by Lenzing, has gained popularity due to its ability to keep wearers cool and comfortable, surpassing traditional cotton in terms of breathability. Many brands, including Patagonia and VF’s North Face, have recognized the demand for such fabrics and have sought to incorporate them into their offerings.

Expanding the Market Reach

While lightweight and performance fabrics have long been used in athletic wear, retailers are now promoting them for year-round use as temperatures continue to rise. This shift represents an opportunity for retailers to tap into a previously untapped market and offer consumers a broader range of options for combating the effects of global warming.

Macy’s, for example, has introduced a new line that includes a $150 trench coat made with lyocell and $24.50 tee-shirts made with modal. These silky fibers, derived from wood pulp, offer lightweight and breathable options for consumers seeking relief from the heat. Macy’s, in their commitment to quality, conducts tests to support their claims. However, the specifics of these tests remain undisclosed by the company.

Women’s brand Reformation has also embraced the use of Tencel, incorporating it into their newly released skirts, bottoms, and dresses. This move further demonstrates the growing recognition of the need for cooling fabrics in the fashion industry.

Rising Demand for Cooling Fabrics

Although specific sales figures for “cooling” clothes are not widely tracked, fabric manufacturing related to these products is on the rise. Lenzing, the manufacturer of Tencel, has expanded its production capabilities to meet the growing demand from brands such as Patagonia and VF’s North Face. The global production of cellulose-based fibers, including lyocell, modal, and cupro, has seen a significant increase, reaching 7.2 million tons in 2022, according to the nonprofit organization Textile Exchange.

Indonesian mill PT Golden Tekstil, a supplier to major brands like Macy’s, PVH, and Ralph Lauren’s Polo brand, has increased its production of “performance” fabrics by 20% to 30% in recent years. This surge is a clear indication that the industry is responding to the demand for cooling fabrics.

Assessing Cooling Capabilities

While there are no specific tests required to legitimize cooling claims made by companies, textile industry groups have developed methods to assess the cooling capabilities of fabrics. These tests primarily focus on measuring a fabric’s ability to distribute moisture and dry out quickly, providing a reasonable gauge for their cooling properties. However, it is important to note that these lab findings do not always directly translate to the actual experience of wearing the fabric, according to textile studies expert Roger Barker from North Carolina State University.

Moving Beyond Passive Cooling

The retail industry is not merely satisfied with passive cooling properties in fabrics. Companies are leveraging advanced technology to develop “active cooling” fibers that can actively trap and release heat, providing even more relief to wearers. This innovation goes beyond simply wicking away sweat; it aims to create fabrics that can help lower body temperature under extreme heat conditions.

Columbia Sportswear, for example, has recently released a new sweatshirt featuring its Omni-Freeze Zero Ice fabric, incorporating both “active” technology and effective sweat absorption. This fusion of comfort and performance showcases the brand’s commitment to continually developing new styles suitable for hot environments. Similarly, Atlanta-based textile manufacturer brrr has embedded cooling minerals within their fabrics, which have been adopted by major brands like Adidas. Brrr’s production has doubled since 2018, catering not only to hot summers but also to the increasing demand for cooling effects in modified base layers and cold-weather clothing.

Conclusion

The retail industry is responding to the growing demand for cooling fabrics as climate change continues to drive up temperatures. Apparel manufacturers and sellers are embracing lightweight materials, performance fabrics, and advanced technologies to offer consumers relief from the heat while maintaining style and comfort. While there are ongoing debates about the effectiveness of these fabrics in actually lowering body temperature, it is evident that the market for cooling materials is expanding, with consumers increasingly seeking innovative solutions to combat rising temperatures. As temperatures continue to climb, the trend towards “cooling” fabrics is expected to grow, prompting further advancements and offerings in the retail industry.

Cooling fabrics

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