High-performance cotton is
disrupting the leggings and shapewear market
What’s the most dynamic closet staple to emerge in the last decade? One that has redefined dress codes, pairs well with luxury garments (and your favorite band tee), all while fitting seamlessly into more casual lifestyle trends? If you answered leggings, you’re in good company. The global leggings and shapewear market accounted for $4.5 billion in 2024 and is anticipated to grow 8% to 10% between 2025 and 2032.1
Athleisure and performance apparel aren’t going anywhere—and continued market growth means there’s a new opportunity to evolve a closet classic. Cotton Incorporated is equipped to stretch this category further through the natural performance advantages of cotton-rich fabrics.
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70% of consumers prefer activewear made with cotton, according to Cotton Incorporated’s Lifestyle MonitorTM Survey.2 This natural fiber is making moves to disrupt an industry often accustomed to synthetics. Consumers looking to feel more confident in the comfort and quality of their clothes now have a familiar, high-performance fiber to turn to. Through innovative design, cotton leggings and shapewear can shape the future of performance apparel.
Delivers on comfort and performance
Today’s consumers aren’t willing to compromise the dual power of comfort and performance. As it stands, at least 7 in 10 say they are likely to look for performance features in activewear.2 Cotton-rich fabrics offer breathability and softness, helping close-to-body garments deliver both comfort and performance.
“Through innovation, cotton’s timeless comfort can also deliver on the performance features consumers are increasingly prioritizing to fit their lifestyles,” says Cotton Incorporated’s Jennifer Lukowiak, Director of Supply Chain Marketing.
From a morning coffee run to an evening cardio session, innovative cotton blends are engineered for the right balance of stretch and recovery. This helps garments support and sculpt without compromising comfort and everyday functionality.
Washes clean and wears beautifully
For consumers, a fresh and clean feel translates to confidence in appearance, with 80% seeking odor resistance, 79% odor management and 73% anti-microbial features.2 Cotton delivers on this need through irritation-free, moisture-wicking, hypoallergenic properties.3 Unlike synthetics that often trap odors, studies show cotton releases odors more effectively,4 which simplifies the care process and makes every wear feel like the first.
Modern consumers live multifaceted lives. A typical day could require an easy transition from the tennis court to the conference room. Dynamic garments that clean easily at the end of a long week, then wear as beautifully as a classic white t-shirt, will win the day as wardrobe essentials.
Meets growing demand for sustainable materials
The increasing popularity of leggings and shapewear is likely to give pause to eco-conscious consumers, as growing awareness of overconsumption drives demand for natural fabrics that last. Our research indicates that 68% recognize cotton as safe for the environment.5 And now, this renewable, natural fiber comes with proven performance potential—making cotton-rich fabrics a compelling choice for leggings and shapewear.
In that same vein, cotton offers designers and brands pursuing broader sustainability goals a high-performance solution that reduces reliance on synthetics. From how it’s grown to how it wears and rewears, cotton is a responsible choice for brands focused on long-term quality and natural performance.
Backed by innovative solutions and ready to source
Ready to bring your ideas to life? From cotton-rich fabrics to design tools and supplier options, CottonWorks™ by Cotton Incorporated offers resources that can support your next development cycle.
[1] Grand View Research, GMin Insights, Market Research Future
[2] Cotton Incorporated, 2022 Global Activewear Study, U.S. data, n=852
[3] Cotton Incorporated Comfort Testing Research, 2014. AATCC
[4] McQueen, R. H., et al. (2014). Axillary odour build-up in knit fabrics following multiple use cycles, Int'l Journal of Clothing Science and Technology, 26(4), 274–290.
[5] Cotton Incorporated & Cotton USA. (2024). Global Lifestyle Monitor: USA, n=1000
https://lifestylemonitor.cottoninc.com/global-lifestyle-monitor-usa/
