MERCH: This research looks into why cotton has lost its favorable spot as the number one fabric. To do this, we studied background literature on the subject, analyzed content collected from web comments, and conducted our own research. We found that consumers still view cotton favorably, but they simply no longer care about the fabric make-up of their garments. Although consumers associate cotton with positive attributes, they are not paying attention to the fibers that go into the clothes they wear at the time of making the buying decision. Consumers also found synthetic fibers to be very innovative, especially in categories like athletic wear. Through our survey, we discovered that consumers did not see the potential for cotton to be an innovative fiber. Overall, our research found that the main reasons for cotton’s market share loss is due to consumer's indifference towards what fibers go into their garments, as well as the rise of innovative synthetics.