Texas A&M emerged victorious on the field this year, and the cotton-dominant tees and caps from 289c Apparel, Ltd. featured the Aggies' signature colors and logo. The variation on the popular tagline also speaks to a number of recent victories for cotton as a fiber and a crop.
"Everybody knows the cotton tagline," says Rick Baker , President/CEO of the AT&T Cotton Bowl Classic. "We thought changing it up just slightly would take advantage of that recognition and be appropriate for our Cotton Bowl Classic merchandise."
The championship tees and caps feature the Texas A&M logo, the AT&T Cotton Bowl Classic logo, the date of the game and the revised tagline.
Cotton Incorporated, the not-for-profit research and promotion company for cotton, introduced "The Fabric Of Our Lives" tagline in 1989 as part of a multi-channel advertising campaign. The campaign was retired in 2001; then reintroduced as "The Fabric of My Life" campaign in 2009.
"Even with an eight-year hiatus, people remembered the touch, the feel of cotton tagline," explains Ric Hendee , senior vice president of consumer marketing at Cotton Incorporated. "That is a sign of both successful marketing and of consumers' ongoing love affair with cotton," Hendee adds.
There is much to love about cotton, these days: U.S. cotton growers continue to embrace efficiencies that reduce applications of chemical inputs and irrigated water for their crops; advanced textile technologies have made cotton a player in the athletic apparel category, merging cotton comfort with performance expectations; and scientific advances are helping to expand the use of cotton to other areas, such as livestock feed and a food source for a growing human population. Perhaps the next tagline revision will be "The Fabric and Food Of Our Lives?"
About Cotton Incorporated
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.
Apparel/Garments | On 27th Jun 2017
Vietnam's Ho Chi Minh City will build large centres for designing...
Apparel/Garments | On 26th Jun 2017
E-commerce operators and TDS (tax deducted at source) deductors can...
Textiles | On 26th Jun 2017
The Tiruppur Exporters' Association (TEA) has again urged Union...
Dolphin Jingwei Machines
Taxation policies need to be made simpler
Fabric does not restrict us from fashion trends
We constantly communicate with employees at all levels
Bombay Textile Research Association
Bombay Textile Research Association (BTRA) is a leading name in textile...
Steve Cole of Xerium Technologies discusses the industry. Xerium is the...
Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...
Label Ritu Kumar
‘Classics will return’ "There are a lot of people wearing western clothes ...
Yash P. Kotak
Bombay Hemp Company
One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...
<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...
Textiles | On 26th Jun 2017