endure™ is a unique textile finish developed by Cotton Incorporated to prolong the life and look of cotton products for the home. The application strengthens fabric, making it more resistant to abrasion that comes from normal wear and household laundering. endure also helps fabrics such as sheets retain their original color longer, keeping them looking like new wash after wash. Fabrics finished with endure also have a lower level of shrinkage and a higher level of wrinkle-resistance. endure provides all these benefits without affecting the familiar softness and comfort of cotton against the skin.

Traditional wrinkle-free or easy-care sheeting and bedding products have a finish that significantly weakens fabric strength and makes it susceptible to color loss and tearing. endure technology counteracts this normal occurrence and actually make home textile fabrics stronger and resistant to abrasion.

endure is a special finish application that helps cotton fabric resist the normal wear and tear from abrasion. Through everyday use and home laundering, cotton fibers can become abraded and rise to the surface of fabric, making it seem faded. By increasing resistance to abrasion, endure helps products maintain their original color longer.

Fabrics treated with endure offer an improved level of wrinkle resistance, translating to smoother-looking sheets straight out of the dryer. endure offers wrinkle resistance that is superior to traditional easy-care or wrinkle-free products currently on the market.

endure technology controls shrinkage and allows sheets and bedding to maintain their original shape and size over time. Sheets will continue to fit your bed even after multiple home laundering cycles.