26%
DURABILITY MATTERS, AND CONSUMERS SAY COTTON LASTS
Percent saying factor contributes to clothing longevity:
76%
69%
69%
51%
54%
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
49% 38% 26%
Complain to the retailer
19%
31%
29%
22%
Donate
Recycle
Throw away
Give to friends/family
MANY FIND NEW USES FOR CLOTHING THEY STOP WEARING
What consumers do with clothing they no longer wear:
18%
19%
11%
15%
Sell
Repurpose
Keep
Return
Top activities consumers take to extend the lives of clothing:
4.5 TO 5 YEARS
4 TO 4.5 YEARS
3.5 TO 4 YEARS
FIT, ODORS, HOLES, AND STAINS MAKE CONSUMERS STOP WEARING GARMENTS
Top reasons why consumers stop wearing clothing:
50%
No longer fits
45%
Odor that will
not wash out
42%
Hole or tear
in the clothing
42%
Stain that
won’t wash out
41%
T-shirts, Casual shorts, Dress
shirts, Casual pants,
Sweatpants/leggings,
Dress pants
Casual shirts, Athletic
bottoms, Athletic shirts,
Underwear
Dresses, Denim jeans, Skirts,
Sweatshirts/sweaters
Mend holesWash delicate Hang dry Wash cold Hand wash
36% 29%31%38% 28%
of consumers expect
cotton clothing to last
longer than garments
made from polyester,
rayon, or other
manmade fibers.
82%
GLOBAL
DURABILITY SURVEY
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
Global
Hole or split
in the seams
CONSUMERS WEAR THEIR CLOTHING AN AVERAGE OF FOUR YEARS
Average years worn before considered worn out or not worn regularly, by garment type:
For More Information Contact: Corporate Strategy & Insights at Mark[email protected]
CCI & Cotton Incorporated’s Global Durability Survey 2025 (China, France, Germany, India, Italy, Japan, Mexico, U.K., and U.S.), n=9,151
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2026 Cotton Incorporated.