During the course of our research, our goal was to determine why cotton’s popularity has decreased over time. To determine this, we collected customer reviews on natural and synthetic fabrics as well as creating and distributing a survey. We collected the results and investigated the data. At the conclusion of our research, three things were determined. First, we concluded that comfort is the most important factor for consumers when making purchase decisions. Second, we concluded that the majority of consumers do in fact look at the fabric content of a garment before purchasing it. Lastly, we were able to conclude that most consumers prefer natural fabrics such as cotton, wool, and hemp versus synthetic fabrics such as polyester and spandex.