Purpose - The utilisation of softener after laundering of textile became one of the mandatory activities among the consumers. Hence, the purpose of this paper is to determine the influence of repeated rinse cycle softener treatment on the comfort characteristics of cotton and polyester woven fabric. Design/methodology/approach - The selected cotton and polyester fabrics were treated using three different softeners types and three different numbers of rinsing times, namely 5, 10 and 15. The impact of repeated rinse cycle softener treatment on the comfort characteristics like absorbency, air permeability, wicking, thermal conductivity and flammability was analysed and the changes in the properties were confirmed using two- way ANOVA. Findings - The number of rinse cycle softener treatment has a significant impact on the absorbency, air permeability and wicking ability of the cotton and polyester fabrics. The thermal conductivity and flammability characteristics of the fabrics mostly altered based on the type of fabric softener used. For all the type of fabric, the burning time reduced after the softener treatment. Social implications - The consumer expects the softness and fragrance smell developed by the rinse cycle softener and they intend to use it more frequently after every laundry process to achieve that feel. This repeated the application of softener causes a negative impact on the fabric performances. This research result provides an evidence for the changes in physiological comfort aspects of textiles. Originality/value - This analysis enlightens the negative impact of the repeated use of commercial fabric softener and their types on the common fabrics used in apparel endues.