DODGEVILLE, Wis., Feb. 29, 2012 /PRNewswire/ -- Quality blooms this spring at Lands' End with the launch of the company's new Supima® styles. Customer favorites, including the Fine Gauge Cardigan for women and the men's No Iron Oxford, have been upgraded with soft, silky Supima cotton – the finest in American-grown cotton. Supima cotton is prized for its softness and durability, as well as for producing vibrantly colored fabrics. (Photo: http://photos.prnewswire.com/prnh/20120229/CG61616) (Logo: http://photos.prnewswire.com/prnh/20071029/AQM053LOGO) "We are continually looking for ways to innovate and improve our products. Creating more items from American-grown Supima cotton provides greater value for our customers," said Chris Kolbe, Brand President, Lands' End. "Lands' End uses Supima cotton in a variety of favorites – from sweaters and shirts to sheets and towels. Fabrics made from Supima not only look great and feel softer, but they are proven to be stronger and last longer." Supima: America's Finest Cotton Supima is a premium cotton fiber known for its fineness and longer staple length. Its longer fibers create softer, stronger yarns that pill less and have a smoother finish. This superior strength improves the durability and increases the lifespan of fabrics. Supima yarn also holds dyes better than others, ensuring richer, brighter color in finished garments. Supima cotton is exclusively grown in the United States. Only the top three percent of America's cotton crop earns Supima status. The name "Supima" is a contraction of "Superior Pima." It was coined in 1954 by American growers who wanted to safeguard the quality and reputation of pima cotton. Because it takes a hot climate with limited moisture to yield the fibers, Supima is supplied by only about 500 growers in California, Arizona, New Mexico and Texas. The Best Get Better The new Supima Fine Gauge Cardigan is a style staple for every woman's closet. It is more graceful and versatile than ever in a longer length with feminine details that include real shell buttons, a more refined neck trim and longer trim on the cuffs and bottom. The Supima Fine Gauge Cardigan is available in a rainbow of brilliant colors, including Palm Pink, Phipps Orange and Glacier Blue, for $49. Lands' End's men's No Iron Oxford is as legendary as the boardrooms where it became famous. This latest incarnation offers men expertly tailored details and no-iron convenience with the superior softness of Supima cotton. The No Iron Oxford now features gussets at the side seams for untucked wear and two pleats on the sleeve, instead of three, for less bagginess. The No Iron Oxford is available in Traditional or Tailored Fit in solids, stripes and plaid for $50. About Lands' End Lands' End® is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period.® Lands' End delivers timeless style for Men, Women, Kids and the Home at landsend.com, 1-800-800-5800, the Lands' End Shops at Sears and around the world. Lands' End is a proud member of Sears Holdings Corporation (NASDAQ: SHLD).