Clothing retailers expanding 'breathable' and 'cooling' fabrics as global temperatures rise
Jul 05, 2023
Retailers like Macy’s and Columbia Sportswear are increasing their use of ‘breathable’ and ‘cooling’ textiles in an effort to increase sales as record-high temperatures fuel demand for clothes that can help shoppers fight the heat.
The drive comes as clothes merchants, whose sales have fallen as inflation-weary consumers prioritise needs over frivolous purchases, increase their marketing of ‘cooling’ items as heat waves wrack at least three continents.
Apparel producers and retailers are betting on lightweight materials and performance textiles to provide greater relief than typical cotton and polyester knits, as well as high-tech fibres that claim to provide ‘active’ cooling to wearers.
Many of these materials have been used for years, particularly in athletic gear from companies like Lululemon. However, as temperatures rise, more merchants are emphasising them for hot weather and expanding into year-round versions as winters become milder.