29%
21%
20%
18%
16%
15%
13%
13%
DURABILITY MATTERS, AND CONSUMERS SAY COTTON LASTS
Percent saying factor contributes to clothing longevity:
78%
74%
72%
63%
65%
Quality of construction
Laundering methods
Fiber content
Brand
Price
If clothing lasts less than 6 months, consumers will:
Stop buying the brand Note the fiber content Shop elsewhere
42% 32% 27%
Tell others
21%
MANY FIND NEW USES FOR CLOTHING THEY STOP WEARING
What consumers do with clothing they no longer wear:
CONSUMERS WEAR THEIR CLOTHING AN AVERAGE OF ALMOST TWO YEARS
Average years worn before considered worn out or not worn regularly, by garment type:
Top activities consumers take to extend the lives of clothing:
2 TO 2.5 YEARS
1.5 TO 2 YEARS
HOLES, FIT, STAINS, AND ODORS MAKE CONSUMERS STOP WEARING GARMENTS
Top reasons why consumers stop wearing clothing:
Hole or split in
the seams
Shrunk or
stretched out
No longer fits Stain that won’t
wash out
34% 33% 32% 31% 30%
Odor that will
not wash out
Casual shirts, Athletic bottoms, Athletic
shirts, Underwear, Sweatpants/Leggings,
Dresses, T-shirts, Skirts, Casual pants,
Casual shorts
Dress shirts,
Sweatshirts/sweaters,
Denim jeans, Dress pants
Wash delicate
37% 26%
Wash less
of consumers expect
cotton clothing to last
longer than garments
made from polyester,
rayon, or other
manmade fibers.
87%
Recycle
Throw away
Donate
Repurpose
Keep
Give to friends/family
Sell
Return
CHINA
DURABILITY SURVEY
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
in China
28%
Hand wash
26%
Wash cold
For More Information Contact: Corporate Strategy & Insights at MarketInforma[email protected]
CCI & Cotton Incorporated's Global Durability Survey 2025 (China), n=1,001
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2026 Cotton Incorporated.