47%
29%
21%
21%
20%
18%
12%
11%
DURABILITY MATTERS, AND CONSUMERS SAY COTTON LASTS
Percent saying factor contributes to clothing longevity:
81%
76%
69%
48%
49%
Quality of construction
Laundering methods
Fiber content
Brand
Price
If clothing lasts less than 6 months, consumers will:
Stop buying the brand Shop elsewhere Note the fiber content
53% 37% 29%
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 FIVE 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:
FIT, ODORS, AND HOLES MAKE CONSUMERS STOP WEARING GARMENTS
Top reasons why consumers stop wearing clothing:
No longer fits Odor that will
not wash out
Hole or split in
the seams
Hole or tear in
the clothing
46% 41% 39% 39% 39%
Shrunk or
stretched out
Wash delicate
Stain treat
of consumers expect
cotton clothing to last
longer than garments
made from polyester,
rayon, or other
manmade fibers.
88%
Recycle
Donate
Sell
Give to friends/family
Throw away
Repurpose
Return
Keep
Mend holesHang dryWash cold
5 TO 5.5 YEARS
4.5 TO 5 YEARS
4 TO 4.5 YEARS
Dress shirts,
Dress pants,
Underwear
Dresses, Skirts
5.5 TO 6 YEARS
T-shirts,
Sweatshirts/sweaters,
Casual shorts, Denim jeans,
Sweatpants/leggings
50% 47% 41%45% 36%
Casual shirts,
Athletic shirts,
Athletic bottoms,
Casual pants
DURABILITY SURVEY
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
in Germany
For More Information Contact: Corporate Strategy & Insights at MarketInformation@cottoninc.com
CCI & Cotton Incorporated's Global Durability Survey 2025 (Germany), n=1,020
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2026 Cotton Incorporated.