Increased consumer demand of apparel and textile products made from premium cottons - or more specifically long and extra-long staple cottons - has played a slgnificant role in the rapid rise in prominence of American Pima cotton In the past five years. Gaining a share of the world market Is one thing, but getting in just as world demand is taking off is another. Consumers around the world cast their votes at the retail counter, and tallies are indicating that higher quality textile goods made from premium quality cottons have emerged as a front runner. Premium quality cotton, however, isn't predicted simply on staple length; if the fiber Isn't of the highest quality In all aspects, staple length becomes meaningless. The U.S. Cotton Industry is responding to the challenge and stands poised to meet the rising consumer demands, which the 1990's are certain to bring. There is every indication to the textile mills that the latest upward trend toward higher quality apparel and textile goods will continue. A renewed commitment from U.S. cotton growers to product only top quality premium cottons should satisfy that demand and secure their position as a major supplier in the world market.