Retailers such as Macy's and Columbia Sportswear are expanding their use of "breathable" and "cooling" fabrics in a bid to boost sales as record-high temperatures drive demand for clothing that can help consumers beat the heat.
Other major companies, including 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.
Clothing retailers, whose sales dipped as inflation-weary consumers prioritized essentials over discretionary purchases, are amping up their marketing of "cooling" garments as heat waves batter at least three continents.
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