Global Durability Survey – Supply Chain Insights
February 3, 2026
GLOBAL DURABILITY
SURVEY
For More Information Contact: Corporate Strategy & Insights at [email protected]
CCI & Cotton Incorporated’s 2025 Global Durability Survey (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.
COTTON INCORPORATED’S SUPPLY CHAIN INSIGHTS
COTTON KEEPS LONGER
The higher the cotton content, the longer consumers
keep garments in their closets.
COTTON %
AVERAGE YEARS OWNED
1-19% 80-99%20-39% 60-79%40-59% 100%0%
3.9
4.9
3.9
4.3
4.1
5.5
4.0
SHOPPERS OF ALL AGES WANT CLOTHES THAT LAST
Percent agree that it’s important for clothing to last a
long time:
GEN X & BOOMERS
85%
MILLENNIALS
84%
GEN Z
79%
CONSUMERS GET MORE WEAR OUT OF COTTON CLOTHING
Percentage of garments worn weekly, monthly, or
less often
Cotton rich (60% cotton or more)
Less than 60% cotton
52% 30% 18%
45% 33% 22%
WEEKLY MONTHLY LESS OFTEN