Clothiers bet on ‘cooling’ fabrics on climate change

The push comes as clothing retailers, whose sales dipped as inflation-weary consumers prioritised essentials over discretionary purchases, amped up their marketing of “cooling” garments as heat waves batter at least three continents. — Reuters

NEW YORK: Retailers such as Macy’s and Columbia Sportswear are expanding their use of “breathable” and “cooling” fabrics in a bid to boost sales as record-high temperatures drive demand for clothing that can help consumers beat the heat.

Other major companies, including VF Corp and Permira-owned Reformation, are also touting warm-weather styles made with Tencel, a lyocell fiber that textile manufacturer Lenzing said is more absorbent than cotton.