Cotton Incorporated has updated the jingle it uses in the US, with a holiday version and, next year, anthemic, pop and country renditions.

Around 70% of respondents associated ‘The Fabric of Our Lives’ tagline with cotton, according to a 2025 Harris Analytics survey of 1550 US consumers, 18-34 years old.

Anne David, director of advertising at Cotton Incorporated, said: “Cotton’s ads connect with people wherever they are, on streaming or social media, using real-life moments. The jingle is the common thread, reminding everyone of the comfort and style cotton brings every day.”

Cotton Incorporated is the research and promotion company for upland cotton, funded by US cotton growers and importers of upland cotton-containing products.

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