In a recent LinkedIn article, Robert Antoshak made a blunt but necessary point: Cotton isn’t losing market share because it’s a bad fiber. It’s losing because it stopped competing like a commercial product. Buyers don’t select fibers based on sentiment. They select based on performance, reliability and economics. On that diagnosis, the critics are right. Where the conversation often stops short is why cotton so frequently fails to deliver the advantages it’s sold on.
https://www.linkedin.com/pulse/cotton-doesnt-need-better-storytelling-needs-laura-thornquist-2jo2c/