As Americans are dialing back purchases, one wardrobe favorite has so far avoided all the cutbacks: denim. Seventy-seven percent of consumers reported to the Cotton Incorporated Lifestyle Monitor(TM) survey that they love or enjoy wearing denim, so it should come as no surprise that the average consumer owns seven pairs of denim jeans.

    "Consumers prefer denim because it is durable, versatile, and really takes on the personality of the wearer," says Norma Keyes, Director, Product Standards, Cotton Incorporated. "And since denim is made of cotton, it's easy to care for, and can be worn several times before it needs to be laundered."

    Easy care is a definite advantage for consumers looking to cut back on household expenses; according to the Monitor survey, 25% of consumers have changed their laundering habits in order to save money.

    These days, however, denim is no longer all about the tried and true; new technology from Cotton Incorporated called STORM DENIM(TM) makes denim water-repellent without sacrificing any of cotton's natural breathability or durability. The finish is applied as the final step, ensuring that any washes or other stylistic treatments applied are unaffected.

    "The STORM DENIM(TM) technology is great for consumers, whether they need to stay dry working outdoors or while out on the town in bad weather," says Keyes. "Now, water repellency is no longer limited to outerwear, which is yet another reason why denim is a great investment."

    View the accompanying webisode at www.thefabricofourlives.com/Cutting-Costs-with-Cotton/ and learn more about the STORM DENIM(TM) technology and what makes denim the top pick in every American's wardrobe, no matter the occasion.

    Cutting Cost With Cotton is one in a series of communications designed to help consumers in trying economic times get the most from their favorite fiber.

    Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.

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