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Outdoor apparel manufacturers have taken to bashing cotton fabrics, claiming that they’re not well-suited for hiking, biking and other recreational activities. Not one to take criticism of cotton laying down, Cotton Incorporated is fighting back with its new Storm Denim Technology. Here, Mark Messura, Cotton Incorporated executive vice president, describes the features of garments made from fabric treated with the new technology developed with producer research and promotion funds. Messura’s comments came during a media briefing at the Beltwide Cotton Conferences in New Orleans.

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