There is no question that we are in the midst of a climate crisis. Earth continues to heat up, largely due to human-caused CO₂ emissions, according to climate experts. In fact, it has been reported that July 2023 was the hottest month ever recorded on Earth—in at least 120,000 years, anyway. Among other things, this is driving demand for apparel that is more breathable and even cooling, helping consumers beat the heat.

According to a recent Reuters article, a number of brands and retailers, including Macy’s, Columbia Sportswear, VF Corp, and Permira-owned Reformation “are also touting warm-weather styles made with Tencel, a lyocell fiber that textile manufacturer Lenzing says is more absorbent than cotton.”

Brands and retailers see this as one way to boost lagging sales, which drooped during the inflationary crisis that caused consumers to cut back on spending. The Reuters article continues, “Apparel manufacturers and sellers are banking on lightweight materials and performance fabrics aimed at offering more relief than traditional cotton and polyester knits, as well as high-tech fibers they say offer wearers ‘active’ cooling.”