Cotton Incorporated calls for investment in quality cotton fashion

A $47 pair of denim jeans worn three times a week, for eight years makes its cost-per-wear about 4 cents. Most people wear four pairs regularly, which extends to about 15 cents per wear. The example averages are based on consumer responses from the Cotton Incorporated Lifestyle Monitor™ Survey, 2025.

Most U.S. shoppers prioritize comfort, durability, and quality when it comes to denim—and cotton delivers. According to Cotton Incorporated’s 2024 Global Denim Survey, 80% of consumers prefer jeans made from cotton or cotton blends for their durability and quality, while 85% say cotton is the most comfortable fabric. From on-trend jorts and barrel jeans to elegant cotton shirts and dresses, this natural fiber remains a staple in fashion collections, helping wearers look good and feel good about their purchases.

“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. “When brands invest in cotton, they earn shoppers’ trust and loyalty that lasts, it’s the halo effect.”

Cotton’s appeal extends well beyond the closet and into home décor. When refreshing a living space, cotton-based textiles can instantly elevate both style and comfort. Think soft bed linens for a luxurious night’s sleep or plush towels that bring spa-like indulgence to everyday routines. The versatility and practicality of cotton make it an ideal choice for stylish, comfortable living.

By checking labels and choosing cotton in both fashion and home items, shoppers are investing in a high-quality fiber—and supporting sustainability. As a natural material grown from the earth microplastic-free, recyclable through Cotton’s Blue Jeans Go GreenTM program and able to return to the earth, cotton is an ideal choice for those who value performance and planet.

“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. “The ultimate impact of changing policy and economic conditions remains unknown. While retailers, brands, and mills consider the range of potential implications, consumers can be expected to focus on their budget and to look for value – cotton’s reputation for quality can support this demand.”

Now is the time for shoppers to embrace the value of cotton and its durability for everyday life, making a conscious choice for quality and sustainability. People can shop for cotton styles at TheFabricOfOurLives.com and discover more about cotton’s sustainability at CottonToday.com.