When selecting fashion and home style pieces, the choice of fabric plays a crucial role. Cotton, known for its comfort, durability, and sustainability, remains a preferred option among consumers. According to the Cotton Incorporated Lifestyle Monitor Survey 2025, a $47 pair of denim jeans worn three times a week over eight years results in a cost-per-wear of about 4 cents. Most people wear four pairs regularly, averaging about 15 cents per wear.
U.S. shoppers prioritize comfort, durability, and quality in denim products. The 2024 Global Denim Survey by Cotton Incorporated reveals that 80% of consumers prefer jeans made from cotton or cotton blends due to their durability and quality. Additionally, 85% consider cotton the most comfortable fabric.
“Comfort, fit, quality, and durability are what really matter to today’s shoppers. It’s not just about style—it’s about how clothes feel, how they fit, and how long they last; cotton delivers on all these factors,” says Kim Kitchings, senior vice president of consumer marketing at Cotton Incorporated.
Cotton’s appeal extends beyond clothing into home décor as well. Soft bed linens and plush towels enhance both style and comfort in living spaces. Choosing cotton for fashion and home items supports sustainability since it is microplastic-free and recyclable through initiatives like Cotton’s Blue Jeans Go GreenTM program.
“Tariffs and economic uncertainty have shoppers more tuned into the supply chain. However, there is no shortage of available cotton and prices are at their lowest levels in five years,” notes Jon Devine, senior economist for Cotton Incorporated.
Consumers are encouraged to embrace the value of cotton for everyday life by shopping for styles at TheFabricOfOurLives.com or learning more about its sustainability at CottonToday.com.
Cotton Incorporated is a research and promotion company funded by U.S. cotton growers and importers of Upland cotton-containing products. The organization aims to increase demand for cotton through various research projects annually.
