Israel-based Delta Galil has introduced a new fabric technology called ReaLasting Cotton, which it claims is "the next generation cotton".

The company says that ReaLasting Cotton lasts longer than ordinary cotton and that it can be washed multiple times and still remain “as good as new”.

“ReaLasting Cotton is a fabric that is going to change consumers' buying habits”, said chief marketing officer, Esti Maoz.
The firm points out that during this period of financial turbulence, customers should be looking to buy products that will last longer. Buying less will also help to protect the environment, it concludes.

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