Smart Cotton

Last week the Cotton Textile Institute, headed by Walker D. Hines, reported upon a large job well done. During the first five months of 1929, said Mr. Hines, 427,-638,000 yards of cotton were printed, an increase of 28% over 1928. During the same period, 763,462,000 yards of cotton goods were finished, a 21% increase over 1928. For three years the Cotton Textile Institute had been working on the problem of building up a cotton-acceptance among U. S. women. Last month, the problem was considered solved.

The solution: selling cotton from the style standpoint and forgetting it from the thrift standpoint. U. S. prosperity had made many a woman, once a cotton-buyer, a purchaser of silk. The arrival of rayon, essentially a low-priced near-silk, had completed the defeat of cotton. The cheapness of cotton became not an asset but a liability, for textile trade follows the flag of fashion.

So Cotton Textile Institute began selling cotton not to the thrifty but to the smart. Cotton makers concentrated on attractive weaves, chic modes. The spice of novelty was introduced through beach pyjamas, overalls, suntan frocks, quilted coats, printed slippers. Well did the cotton man's calico, gingham, piques, chambrays, gabardines lend themselves to these novelties. During the 1928-29 Palm Beach season cotton was an outstanding success. During the present season cotton fabrics have been conspicuously successful. Once sold to the smart world, it was certain that cotton would be sold to all the world. When sales are made in the Blue Book, the Telephone Book soon follows.

Pointing with pride to the past, the Cotton Textile Institute did not forget the future.

Said President Hines: "The industry is fully alert to the necessity for maintaining cotton in a prominent position in the high-styled field in order to keep this market in advance of the volume market ... I believe that the industry appreciates the results of these special [Institute] efforts . . . and will wish to continue and enlarge the program."