Cotton in the Athleisure Market By: Christina Schorsch and Emily Casto The use of different laundering techniques can either elongate an items lifespan or shorten it. For cotton athletic apparel, most consumers are unaware of the proper laundering techniques needed to preserve the items original look, shape, and feel. This lack of knowledge often leads to negative reviews for a company’s cotton athleisure, when the problem most likely arises from improper care. Unfortunately, there is very limited information regarding the best ways to launder cotton activewear. We conducted research to identify what laundering issues frustrated consumers the most, and the results were shrinking, lingering odor, and wrinkling. Because of this, most participants responded that they would be willing to use alternative methods to properly care for their garments, but they don’t know where to start. Furthermore, leaders in the fashion industry must work to create stronger materials that will withstand basic laundering procedures or speak out more regarding alternative laundering methods.