Alex, a twenty year old nursing student, is looking forward to starting her senior year of college, and she is particularly excited about shopping for her new school wardrobe. "I always start with jeans, typically two to three pairs, and build around those," the nursing student shares. "I usually wear denim every day and it always works."

According to the Cotton Incorporated Lifestyle Monitor, the average female aged 16 to 24 owns nine pairs of jeans and two denim skirts, one more of each silhouette than the average female in the general population owns.

"Jeans are incredibly important to this consumer; they allow her to look just like her peers, yet still stand out individually," cedes Stephen Hardy, a co-founder of Plan B Jeans. "Denim is the most important garment in her wardrobe."

Denim Garments in Wardrobe
  Total FemalesFemales 16 to 24
Mean Number of Pairs of Jeans89
Mean Number of Denim Skirts12


Seven out of ten females confide to the Monitor that they prefer to go places where they can wear jeans, but as Hardy muses, that high number is likely a reflection of both female preference and the acceptability of denim in practically every environment today. "I can hardly think of a place that a dark jean can't go," he adds.

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