Buttercloth, known for its Icy Cotton shirt collection, is expanding into the creation of cotton underwear that shares the same cooling and comfortable properties. The first collection of underwear from the brand features the same patented cooling mint fibers as the shirts, plus performance features like six-way stretch. Thanks to a patented process that infuses cotton with organic mint fibers, Buttercloth creates a comfort-focused solution with Icy Cotton fabric, which is said to be twenty times more breathable than polyester.
The new collection from Buttercloth boasts waistbands that won't roll and trunk styles in classic black and white color options.
For the future, the brand sees the potential to apply its Icy Cotton technology elsewhere, including bedsheets and womenswear.
What's Driving This Trend
- Icy Cotton Technology
- The use of patented Cooling mint fibers in Buttercloth's cotton products presents a disruptive innovation opportunity in the textile industry.
- Comfort-focused Underwear
- Buttercloth's creation of comfortable and breathable cotton underwear offers a disruptive innovation opportunity in the fashion industry.
- Expanding Cool Comfort Properties
- Buttercloth's plans to apply Icy Cotton technology to bedsheets and womenswear present a disruptive innovation opportunity in the home textiles and women's fashion industries.
Who This Affects Most
- Textile
- The use of patented Cooling mint fibers in Buttercloth's cotton products presents a disruptive innovation opportunity in the textile industry.
- Fashion
- Buttercloth's creation of comfortable and breathable cotton underwear offers a disruptive innovation opportunity in the fashion industry.
- Home Textiles
- Buttercloth's plans to apply Icy Cotton technology to bedsheets presents a disruptive innovation opportunity in the home textiles industry.
- Women's Fashion
- Buttercloth's plans to apply Icy Cotton technology to womenswear presents a disruptive innovation opportunity in the women's fashion industry.
