39%
28%
28%
28%
24%
23%
23%
22%
DURABILITY MATTERS, AND CONSUMERS SAY COTTON LASTS
Percent saying factor contributes to clothing longevity:
84%
82%
78%
73%
78%
Quality of construction
Fiber content
Brand
Laundering methods
Price
If clothing lasts less than 6 months, consumers will:
Stop buying the brand Shop elsewhere Complain to the retailer
45% 44% 38%
Note the fiber content
36%
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 FOUR 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:
HOLES, FIT, AND ODORS MAKE CONSUMERS STOP WEARING GARMENTS
Top reasons why consumers stop wearing clothing:
Hole or split in
the seams
No longer fits Hole or tear in
the clothing
Odor that will
not wash out
37% 36% 34% 33%
Wash delicate
of consumers expect
cotton clothing to last
longer than garments
made from polyester,
rayon, or other
manmade fibers.
89%
Donate
Give to friends/family
Repurpose
Recycle
Throw away
Return
Sell
Keep
Hand wash Dry clean
Hang dry
Wash cold
3.5 TO 4 YEARS
2.5 TO 3 YEARS
Sweatpants/leggings,
Casual shirts
T-shirts, Underwear,
Dresses
4 TO 4.5 YEARS
45% 35%39%
Casual shorts, Dress shirts, Skirts,
Sweatshirts/sweaters,
Denim jeans, Casual pants,
Dress pants
34%
Athletic bottoms,
Athletic shirts
3 TO 3.5 YEARS
DURABILITY SURVEY
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
INDIA
in India
44%
For More Information Contact: Corporate Strategy & Insights at MarketInformation@cottoninc.com
CCI & Cotton Incorporated's Global Durability Survey 2025 (India), n=1,012
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2026 Cotton Incorporated.