Brands urged to prove clothing durability

Global environmental NGO WRAP reports that shoppers and professionals often struggle to accurately judge the lifespan of apparel, prompting the group to urge more reliable, evidence-based methods.

A new WRAP report reveals that over half of shoppers would be more likely to buy clothing described as durable, while most would respond positively to brands that can prove they design garments to last.

The organization emphasizes that extending a garment’s usable life is the best way to cut its environmental harm. Durability is key to this strategy, and shoppers actively seek it out.

Accurately assessing, enhancing, and promoting a product’s lifespan can help brands shrink their ecological footprint and meet climate goals. Sofie Schop, WRAP’s director, points out that cost, material thickness, fiber mix, or brand image don’t reliably predict how long clothing will last.

Through its Durability Accelerator Initiative, WRAP is working with leading clothing brands and retailers to develop practical, scalable solutions for the industry. Collaborators include Primark, Target, Allsaints, ASOS, Finisterre, and Voice Norge.

After analyzing over 200 clothing designs, WRAP has pinpointed frequent weaknesses that lead to premature disposal. The group has since created rigorous testing methods and performance benchmarks based on real-world conditions to guide industry improvements.

Sarah Morley, WRAP’s strategic engagement manager, explains that the team is uncovering why garments stop being used and how to standardize durability testing. The initiative is expanding beyond the UK to assemble a global network encompassing the entire supply chain.

WRAP’s findings expose a major market flaw: buyers have no way to identify durable items at checkout. Neither pricing nor fabric type provides trustworthy clues, nor can experts judge longevity just by examining or touching a product. This information gap forces consumers to guess when making purchases.

The nonprofit is now inviting industry partners to participate in Phase II of its Durability Accelerator Initiative, where a Standard Development Committee will trial an unprecedented durability standard for apparel. WRAP believes that brands helping consumers to identify and trust durable products can grow market share, build loyalty and differentiate themselves from alternatives.