The high cost of raw materials leaves clothing manufacturer seeking alternatives.

Clothing manufacturer HanesBrands Incorporated are looking for alternatives to cotton and developing products made from the crop flax. With soaring cotton prices due to rising demand in China and a ban on cotton export from India, Hanes has signed a deal with Naturally Advanced Technologies (NAT) who will provide them with a substitute fiber.

Crailar is produced by removing the stiff binding agent from flax, creating something both durable and comfortable. These Crailar flax fibers also shrink less and require fewer chemicals to dye as they absorb moisture better. NAT, based in Portland, Oregon, and Hanes' 10-year deal is to ‘commercialize' this fiber and Hanes has the exclusive rights to develop it for undergarments and active wear – apparel it is perhaps best known for.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in