The rate of innovation and change in the world today is perhaps the biggest news of all. The same is true for cotton. This presentation will summarize several key developments in cotton textile chemistry. A frequently asked question is what is in the R&D pipeline? Can we keep the apparel and retail companies interested in the next round of innovations? Why does the consumer continue to make cotton their number one fiber choice, especially in the enormous U.S. market? What can we do to improve cotton products that will provide a real and measurable benefit for the consumer?