The Circularity of Denim Starts with Cotton
May 9, 2025
THE Circularity of denim
starts with cotton
Most consumers seek out key features such as durability, quality, versatility and
comfort above all else when they are buying new jeans. That’s why 85% of U.S.
consumers say they love or enjoy wearing denim jeans.
2
U.S. consumers prefer their denim to be
made from cotton or cotton blends.
2
Other natural fibers -
11%
Manmade fibers -
9%
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80%
of consumers in the U.S. say
that they look at the fiber
content on clothing labels
for information about the sustainability of
the clothing item.
3
60%
Since 2006, Cotton Incorporated’s Blue Jeans Go Green™ program has collected
denim (made from cotton) so that it can be recycled back to its original fiber state
and transformed into something new. Because cotton is a natural, sustainable fiber,
your old denim can be kept out of a landfill and given a new life.
When your jeans are no longer wearable, what do you typically do with them?
1
Donate them to
charity or a thrift
store.
60%
Repurpose them into
something else.
(e.g., shorts, patches, crafts)
13%
Recycle them
through a textile
recycling program.
10%
Compost them
if they are 100%
natural.
4%
Use them as
rags or cleaning
cloths.
11%
Sources:
1
Cotton Incorporated Lifestyle Monitor™ Survey, 2025
2
Cotton Incorporated’s 2024 Global Denim Survey
3
Cotton Council International and Cotton Incorporated’s Sustainability Survey, 2023, U.S.
Blue Jeans Go Green™ is a trademark of Cotton Incorporated.
AMERICA'S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated
©2025 Cotton Incorporated.
CREATED by NATURE. DRIVEN BY SCIENCE. FASHIONING A SUSTAINABLE FUTURE.
Affordable. Durable. Evergreen.
is the average amount
U.S. consumers spent
on a pair of jeans.
1
Cost per wear:
1 pair is about 4 cents per wear
4 pairs is about 15 cents per wear
(worn regularly)
$47
On average, consumers keep
a pair of denim jeans for
years with an
average of
wears per
week.
1
8 3
Recycle. Reuse. Repurpose.