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Pocketing specialist Cotswold Industries is turning the apparel industry inside out. A brainchild of chief executive officer James McKinnon, Cotswold is teaming with Cotton Incorporated on a pilot program with key accounts to create what he’s calling “Invertising–The Medium is Me.” The concept essentially takes standard brand advertising and co-brands the pocketing of items like jeans with message-oriented marketing. The kickoff involves printing Cotton Inc.’s “Blue Jeans Go Green” campaign on the pocketing fabric Cotswold manufactures for brands. “Since its early days, Cotton Incorporated has been a marketing innovator. The Invertising project with Cotswold is a current example,” Kim Kitchings,...