Why is texture displayed wrong in Unity, but not 3DS?

I have a character with hair that displays properly in 3DS Max 2015, but when I import it into Unity as either an FBX or a MAX file, the texture on the hair is not displaying properly. It's almost as if the texture is being rotated for some reason. The frustrating part is, I have a character with similar hair that is importing fine.

Here is a screenshot of how it appears in MAX and how it appears in Unity:

I've even tried recreating the hair's geometry from scratch, and that did not help. Anyone have any ideas?