46%
27%
24%
23%
18%
18%
16%
13%
DURABILITY MATTERS, AND CONSUMERS SAY COTTON LASTS
Percent saying factor contributes to clothing longevity:
78%
70%
68%
52%
59%
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
52% 37% 24%
Return for refund
22%
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 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, AND HOLES 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 split in
the seams
49% 44% 41% 41%
of consumers expect
cotton clothing to last
longer than garments
made from polyester,
rayon, or other
manmade fibers.
81%
Donate
Recycle
Give to friends/family
Throw away
Sell
Repurpose
Keep
Return
Wash cold
49%
Hang dry
38%
Stain treat
32%
Wash delicate
33%
U.S.
DURABILITY SURVEY
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
in the U.S.
4.5 TO 5 YEARS
Casual shirts,
Casual shorts,
Casual pants
Skirts, Dresses,
Sweatshirts/sweater,
T-shirts, Denim jeans
5 TO 5.5 YEARS
Athletic shirts,
Athletic bottoms,
Underwear
4 TO 4.5 YEARS
3.5 TO 4 YEARS
Dress shirts,
Sweatpants/leggings,
Dress pants
For More Information Contact: Corporate Strategy & Insights at MarketInforma[email protected]
CCI & Cotton Incorporated's Global Durability Survey 2025 (U.S.), n=1,017
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2026 Cotton Incorporated.