I had a 2011 2-door Sport with the black cloth seats. After a couple years of use, that included off road in dusty areas, I sold it and purchased a new 2013 Rubicon with saddle leather.
When I was getting it ready to sell the Sport, I put the rear seat back in (it was covered in my garage from new) and it was very noticable how dirty the front seats were compared to the still new rear seat. I always kept the seats vacumed and never abused them but there was a certain amount of inbedded dust/dirt that wouldn't just vacume out of the material leaving it less than new looking.
Maybe some of it was fading but it was always garaged and never out sitting in the sun so that should have been minimal.
At any rate... I never really noticed it until comparing them to what they looked like next to the still new rear.
That prompted me to go with the saddle colored leather in the '13. The Rubicon leather is tough (not like the soft stuff in a luxary car) and easy to clean with a damp cloth and a good leather treatment occasionally. Personally I think it's getting better looking with use.