NASHVILLE, Tenn. (RFD-TV) — U.S. cotton is losing market share not because of fiber quality, but because it has drifted away from competing like a commercial product in a price-driven apparel market. That’s the central warning from Robert Antoshak, Vice President of Global Strategic Sourcing & Development at Grey Matter Concepts, who argues cotton has leaned too heavily on values-based messaging while rivals win on execution.
Antoshak notes polyester gained ground through consistency, scale, and cost control — areas where sourcing teams and CFOs make decisions. In contrast, cotton is often marketed on awareness and virtue rather than measurable performance, reliability, and economics. Buyers, he emphasizes, do not “support” fibers; they select them based on spreadsheets, risk management, and sell-through results.
Antoshak says that for cotton to regain its share, it must deliver more consistent quality and prove it can compete beyond just values and branding.
“There’s a lot more synthetic fiber being consumed these days than there is natural fiber,” he said. “That’s a trend that has been stubbornly in place for, goodness gracious, probably 25 years, perhaps longer, when that slide began to occur. Much of it’s based on a combination of the appeals of synthetics because they’re easier to spin. They tend to be cheaper. It’s a more uniform product. But coupled with that, it’s not just a mill thing. A lot of brands and retailers discovered that they could use synthetics effectively in their products and then, in effect, by doing that, enhance their margins.”
Cotton’s advantage lies in its physical performance—breathability, comfort, moisture management, and wearability—especially in next-to-skin products such as tees, underwear, bedding, and workwear. Antoshak says cotton does not need to be cheaper than polyester, but it must justify any premium by reducing returns, improving durability, and protecting brand value.
He also cautions that a focus on purity limits growth. Strategic cotton blends and tighter supply-chain consistency could expand demand while reducing mill risk.
