“Cotton Tribe” Gains Momentum at Strawberry Music Festival in China
Music festival season — a time to rock out to your favorite bands while wearing your most stylish ensembles, which often center around cotton fashion staples such as denim shorts and sundresses. At the Strawberry Music Festival in Chongqing, China, from June 18-19, COTTON USA brought awareness to the importance of U.S. cotton in festivalgoers’ wardrobes while emphasizing the fiber’s environmental advantages.
The “COTTON USA - Experience the Power of Cotton” campaign, launched at the Strawberry Music Festival, encouraged the use of high quality products made from natural fibers, such as U.S. cotton. The campaign built on the consumer momentum that started with a COTTON USA exhibition at China Fashion Week held last March.
To showcase the “Power of Cotton,” COTTON USA invited Ms. Li Zhao, a young artist from Modernsky LAB, to design a “Cotton Man” art exhibit. The artist used high quality U.S. cotton fabric from a COTTON USA licensee in Hong Kong (Victory City Co., Ltd., one of the largest knitters in the world). Visitors wearing cotton clothing received U.S. cotton towels provided by COTTON USA brand licensee Byford after acquiring certificates from the “Cotton Man.”
COTTON USA also prompted festivalgoers to join its “Cotton Tribe” and unite with others in a shared love of cotton and the environment. In the “Cotton Tribe” zone, visitors used stamps designed by Ms. Li Zhao to customize unique cotton bags and handkerchiefs made of denim and woven fabrics from COTTON USA licensees Advanced Denim and Huafang Co., Ltd.
To maximize visibility, COTTON USA brand licensees Le coq sportif and Teelocker also provided bands and festival staff with COTTON USA T-shirts. The Strawberry Music Festival is one of the largest and most popular outdoor musical events in China. The two-day festival attracted 40,000 guests.