Denim: A Cotton Icon

Denim: A Cotton Icon

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COTTON USA’s latest UK campaign explored and celebrated the importance of cotton denim. The campaign looked back at the styles that have made jeans such a key part of fashion and textiles industries, and brought iconic looks to life in a dedicated video.

The campaign was supported by fresh insights discovered as part of Cotton Council International (CCI) and Cotton Incorporated's  Global Lifestyle Monitor (GLM), which revealed that the UK’s wardrobes are bursting with more than 321 million pairs of jeans – the same as five pairs per person.

To date, the campaign has caught the eye of international media, and has resulted in an overall readership of more than 544 million. This includes pieces published on Daily Express (26.7 million unique monthly readers), Daily Mirror (76.3 million unique monthly readers) and two separate hits on Daily Mail Online (220.0 million unique monthly readers).

The campaign has also proved as a hit with COTTON USA’s social media followers. So far, the content has reached a staggering 207,000 people around the world on channels including Twitter, Facebook and Instagram. It has generated high levels of engagement and positive comments across all platforms - including 4,600 likes on Instagram.