Cotton breeders are primarily focused on improving yield. This is primarily due to the fact that the returns producers receive are largely based on the quantity they produce. While the fiber must meet a certain base grade for quality to prevent discounts, it can receive premiums for exceptional quality. The cultivars that are able to achieve these premiums are generally lower yielding. This is due to a well-documented negative relationship between yield and fiber quality, with fiber strength having the strongest association. While this makes it an unattractive trait for producers, it is highly desirable to the end user, the textile mills. Cotton fiber quality is important for spinning mills which process the fiber into yarn and ultimately apparel. In spinning, the fibers are twisted together to form yarn, then woven to form cloth. Length, strength, and fineness are the most important fiber quality traits for yarn spinning, all contributing to the strength of the yarn. The better the quality the more premiums the mill receives for their yarn. This presents a challenge for cotton breeders to improve fiber quality while maintaining yield in order to keep cotton a competitive product. This presentation details breeding strategies that aim to decrease the negative association by improving fiber quality while maintaining yield.