LICENSE LEGENDS: ORIGINAL MARINES

WHAT
• 23,500: Bales of U.S. cotton bought by an Italian brand since becoming a COTTON USA licensee.
• 10.1 million: Number of U.S. cotton garments the company sold at retail in 2013. 
• 43%: Reported year-on-year sales increase for 2013.

HOW
• The Italian brand joined the COTTON USA licensing program in 2009, and participated in sourcing events that led it to switch to COTTON USA suppliers.


THE SUBSTANCE

U.S. COTTON: A PREMIUM INGREDIENT

Cotton Council International’s (CCI) sales-boosting services through its COTTON USA program led Italian brand Original Marines to label 10.1 million garments with the COTTON USA brand in 2013. This labeled apparel – nearly quadruple the amount since partnering with CCI in 2009 – equates to 23,500 bales of U.S. cotton valued at $10.2 million.

COTTON USA SELLING POWER

The one-two punch of COTTON USA Buyers Tours, which provide sourcing options for U.S. cotton, and COTTON USA promotions, which boost retail sales of COTTON USA-labeled products, makes it simple and advantageous for companies to use U.S. cotton. COTTON USA promotions with Original Marines led to a 43% increase in sales from July 2013 through June 2014, indicating the supreme selling power the COTTON USA brand carries.

PARTNERSHIPS

Original Marines buys U.S. cotton fabric from COTTON USA-licensed mills in Indonesia, Guatemala and Turkey as a result of introductions made by CCI. Original Marines participated in COTTON USA sourcing events in 2009, 2011 and 2012 in Southeast Asia, South America and North Africa. The company remains dedicated to sourcing U.S. cotton for its current products and working with CCI to identify new product lines using U.S. cotton.

CASUALLY COOL CLOTHING

Original Marines’ COTTON USA garments include knits tops and woven bottoms for men, women and children. Consumers can purchase the COTTON USA-labeled products at more than 600 retail stores in Italy. 

“This labeled apparel – nearly quadruple the amount since partnering with CCI in 2009 – equates to 23,500 bales of U.S. cotton valued at $10.2 million.”