Is cotton ‘losing’ because it won’t compete?

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Cotton industry commentator Robert Antoshak sparked a lively debate by accusing the cotton sector of acting more like an NGO than a commercial business

"Cotton isn’t losing because it’s a bad fibre," wrote Robert Antoshak in a recent post. "Cotton is losing because it stopped acting like a commercial product and started acting like a cause."

Antoshak, VP of global strategic sourcing and development at US apparel company Grey Matter Concepts, accused the sector of a long slide into "self-comforting language” in which everyone agrees “cotton is wonderful while market share keeps bleeding out”.

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