ITALY
DURABILITY SURVEY
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
in Italy
32%
31%
23%
20%
20%
18%
13%
5%
DURABILITY MATTERS, AND CONSUMERS SAY COTTON LASTS
Percent saying factor contributes to clothing longevity:
83%
80%
69%
46%
49%
Laundering methods
Quality of construction
Fiber content
Brand
Price
If clothing lasts less than 6 months, consumers will:
Stop buying the brand Shop elsewhere Note the fiber content
50% 48% 18%
Complain to the retailer
15%
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, STAINS, HOLES, AND ROUGH FABRIC MAKE CONSUMERS STOP
WEARING GARMENTS
Top reasons why consumers stop wearing clothing:
No longer fits Odor that will
not wash out
Stain that won’t
wash out
Hole or tear in
the clothing
66% 62% 60% 55% 54%
Fabric became
rough, stiff, or itchy
Wash delicate
of consumers expect
cotton clothing to last
longer than garments
made from polyester,
rayon, or other
manmade fibers.
72%
Recycle
Donate
Throw away
Repurpose
Give to friends/family
Sell
Keep
Return
Mend holes
Hang dry
Wash cold
5 TO 5.5 YEARS
4.5 TO 5 YEARS
4 TO 4.5 YEARS
Casual shirts, Athletic shirts,
Athletic bottoms, Casual pants,
Sweatpants/leggings,
Casual shorts
Dresses,
Sweatshirts/sweaters,
Skirts
5.5 TO 6 YEARS
T-shirts, Denim
jeans, Dress shirts,
Dress pants
46%
Avoid activities
35% 29%33% 28%
Underwear
For More Information Contact: Corporate Strategy & Insights at MarketInformation@cottoninc.com
CCI & Cotton Incorporated's Global Durability Survey 2025 (Italy), n=1,021
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2026 Cotton Incorporated.