Fashion-loving Cindy's favorite question to hear just might be "Are those new jeans?" The thirtyeight year old freelance writer actually considers it a compliment. "It means that people are paying attention," she relates. "It makes me feel like the time and effort spent to find that great new pair of jeans is worth it."

Denim ownership is at an alltime high yet more women than ever have indicated that they will be adding even more to their wardrobes in the coming months. That may likely be owed to the fact that denim continues to reinvent itself as a fashion favorite with new cuts, silhouettes, rises, colors and washes that provide Cindy and legions of other denim-craving women with an impetus to keep shopping.

According to the Cotton Incorporated Lifestyle Monitor™, female respondents stated that they own 17.17 denim garments on average in 2005, the highest level recorded in Monitor's twelve-year history. On average, jeans comprised approximately half of this number. Even with such high ownership, 30.2% female respondents said that they would probably buy several items and an additional 46.2% said that they might buy one or two items even though they didn't need more. This increased proclivity towards denim may simply come down to a numbers game; female respondents also indicated that they were

Q61 Description of Denim Wardrobe
Don’t Need/Won’t Buy50%15%15%
Don’t Need/Might Buy 1 or 2 Items21%30%15%
Probably Buy Several Items11%5%15%

wearing denim an average of 4.19 days a week, another record number in Monitor's history. "They're wearing more of it and they're wearing it more often," says Claire Dupuis, a senior trend forecaster with Cotton Incorporated. "There always seems to be something new in the denim market and that's what keeps them coming back for more. There are great options at virtually every price point today."

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