Circularity in fashion is becoming an increasingly important priority for both consumers and brands, yet the conversation often centers primarily on the end of the product lifecycle.
New research from Cotton Incorporated explores the qualities of a jean built to last for years before entering the recycling or upcycling processes. The 2025 Cotton Incorporated Lifestyle Monitor survey asked consumers about their denim spending and wear habits.
The survey found on average consumers keep a pair of jeans for eight years and will wear the jeans three times a week. The average amount U.S. consumers spend on a pair of jeans is $47. This means the average cost per wear of one pair of jeans is four cents. For four pairs, the average cost per wear is about 15 cents.
Related Stories
The results underscore the durability of jeans, especially pairs made with cotton. The survey found that 80 percent of U.S. consumers prefer their denim to be made from cotton or cotton blends.
“The insight showcases the economic benefits of choosing sustainable and well-made cotton clothing and highlights the importance of material quality and longevity in consumer purchases,” Cotton Incorporated stated.
Consumers are more invested than ever in understanding what their garments are made from, with 60 percent reporting that they check clothing labels for fiber content information, according to the survey.
They’re also engaging with the variety of ways to extend the lifespan of their jeans. The survey found that 60 percent of consumers choose to donate unwanted jeans to charities or thrift stores and 10 percent recycle them through textile recycling programs like Blue Jeans Go Green.
Others lean into the versatility of denim by repurposing jeans into something else like shorts, patches or crafts (13 percent of respondents) or using them as cleaning clothes (11 percent of respondents).
If the jeans are made with 100 percent natural fibers, 4 percent said they will compost them at the end of life.
