Haggar Corporation promoted a new line of certified organic-cotton jeans in 1993, but retailers showed little interest in the product because they expected to encounter difficulty promoting the ＄28 items when Wrangler jeans were readily available at ＄19. Products made from organic cotton, including towels and bedding, have filled a modest niche in the market, selling to the environmentally conscientious or to people allergic to synthetic chemicals. Organic cotton can be softer than conventional cotton because it is not processed with synthetic resins, bleaches, or chemicals, but it usually does not look different from lower priced conventional cotton. Fieldcrest Cannon's recent effort to sell organic cotton towels through Wal-Mart was very unsuccessful. Levi Strauss's Naturals line of organic cotton men's jeans, shorts, and jackets sold very well when they were introduced with much publicity in 1991. However, sales diminished rapidly when the publicity decreased. The Naturals jeans cost at least ＄10 er unit than the company's conventional cotton jeans. Levi Strauss and Esprit de Corps are both finding new ways to keep their costs for organic cotton lower, and will introduce new lines of organic cotton apparel in 1995.