Source: WRAP
Thursday 10 September
WRAP’s Durability Accelerator Initiative unites leading brands and retailers to define durability standards, prepare for regulation, and meet growing consumer demand for quality and value.
Environmental action NGO, WRAP, highlights the urgent need for clearer, evidence-based approaches to garment durability, as more than a decade of their research shows that consumers and many industry experts cannot reliably identify durable clothing.
Durability is consistently ranked among the top three drivers of consumer purchasing decisions. New insights from WRAP show that more than half of consumers would be much more likely to buy clothing described as durable, while most would respond positively to brands that can prove they design garments to last — by choosing to buy from them, continuing to do so, and being more likely to trust and recommend them.
Yet WRAP’s research demonstrates that commonly held assumptions about what makes clothing last simply do not hold up under testing.
The fashion industry contributes 8–10% of global greenhouse gas emissions. WRAP has shown that increasing a products’ active lifetime is the single most effective intervention that can be made to reduce the environmental impact of clothing, and durability is fundamental to this. Being able to measure, improve and communicate the durability of their products will support businesses to reduce their overall environmental impacts and deliver on their climate commitments, and requirements of the Science Based Targets Initiative (SBTi) and other voluntary initiatives.
Sofie Schop, Executive Director, EU & Global Partnerships Director at WRAP, said: “From over ten years of investigating durability, we know that price, fabric weight, fibre composition, and even brand reputation are not independent indicators of how long a garment will actually last. As a consumer, there are currently no indicators you can trust to tell you which product is more durable than the next.”
A decade of evidence catalyses industry action
Through the Durability Accelerator Initiative, WRAP is working with leading clothing brands and retailers to turn this evidence into practical, scalable solutions for the industry. To date, the initiative has:
- Collaborated with 35+ clothing brands, including: Primark, Target, Allsaints, M&S, Tesco, ASOS, John Lewis, ASDA, Gym Shark, next, Finisterre and Voice Norge.
- Tested over 200 garment styles
- Identified common modes of failure that cause garments to be discarded
- Developed robust testing protocols and benchmarks focused on real-world use
This work has enabled WRAP and its partners to move beyond assumptions and into a position of clarity.
Sarah Morley, Strategic Engagement Manager at WRAP: “We’re beginning to understand why garments are no longer utilized, how to test durability consistently, and how to begin setting meaningful benchmarks. Crucially, we are extending this work beyond the UK and building a global cohort that aims to include the broader supply chain. WRAP is among the first to collect global product and consumer focused insights on durability.”
Why durability matters to consumers and businesses
Recent WRAP research from the US, Germany, France, and Spain reinforces the importance of durability in consumer decision-making, not only as a marker of quality and value for money, but as a driver of emotional connection.
Dr Mark Sumner, Programme Lead at WRAP: “When a garment is physically durable, it has more opportunity to form an emotional bond with the consumer. That emotional durability is almost as powerful as physical durability in determining how long a product is used.”
WRAP’s research also highlights a critical market failure: consumers cannot tell which garments are durable at the point of purchase. Neither price nor fiber type offers reliable guidance, and even industry experts cannot accurately judge durability by sight or feel alone.
Expensive items can represent poor durability while lower-priced garments sometimes have excellent durability. Cotton products can perform just as well as polyester blends if the product engineering is right. Without trusted standards, consumers simply don’t have the information they need.
Defining durability effectively
To address this gap, WRAP’s work focuses on utilization, specifically, how many times a garment can be worn and washed while remaining fit for purpose. This approach aligns durability with environmental impact by spreading a product’s carbon footprint across more wears.
WRAP’s testing protocols standardize wash conditions to enable like-for-like comparisons and meaningful benchmarks, setting durability expectations well beyond minimum compliance. Standards set at 15 or 15 washes do not meet consumer expectations, nor do they drive the action needed to meet climate goals. WRAP’s research shows that higher durability thresholds are essential if the industry is serious about reducing its environmental footprint.
Unlocking value across multiple life cycles
WRAP is also exploring how durability labelling could unlock value beyond first use. Evidence from retailers, charities, and textile collectors suggests that garments verified as durable could retain higher value in second-hand markets, increasing the likelihood of second, third, or even fourth lives.
If physical durability is combined with emotional connection, and clearly communicated to consumers, we can extend product use, increase resale value, and embed circularity into the textile industry.
A business case for brands
Importantly, WRAP’s research challenges the idea that durability undermines commercial success. Durability is not just an environmental lever, it’s a customer need. Brands that help consumers identify and trust durable products can grow market share, build loyalty, and differentiate themselves from poor-quality alternatives.
Over time, this trust creates opportunities for new business models, including resale and circular services, while reducing reliance on low-quality, high-impact production.
Phase II of the Durability Accelerator Initiative
WRAP is now inviting stakeholders to join Phase II of the Global Durability Accelerator Initiative, which will build on a decade of durability research to convene a Standard Development Committee and pilot a first-of-its-kind, tiered apparel durability standard. Foundations and retailers interested in funding this critical piece of missing infrastructure for the sustainable-textiles market, and apparel and laundry brands interested in shaping and piloting the standard, are encouraged to reach out to WRAP to learn more about getting involved.
Join the Durability Accelerator Initiative
WRAP is now inviting more clothing brands to join the Durability Accelerator Initiative to set a higher standard for durability, based on real consumer behaviour and expectations. Durability is the sustainability action that directly aligns with what customers already want: good quality, long-lasting clothing.
This is a win for consumers, for brands, and for the environment.
Brands, retailers, and manufacturers interested in joining the Durability Accelerator Initiative are encouraged to contact WRAP to learn more – textiles@wrap.ngo
Durability Accelerator Initiative
Durability: the foundation for circularity
About WRAP
WRAP is a global environmental action NGO catalysing policy makers, businesses and individuals to transform the systems that create our food, textiles and manufactured products. Together these account for nearly 50% of global greenhouse emissions. Our goal is to enable the world to transition from the old take-make-dispose model of production to more sustainable approaches that will radically reduce waste and carbon emissions from everyday products. To do so we examine sustainability challenges through the lens of people’s day-to-day lives and create solutions that can transform entire systems to benefit the planet, nature and people.
Our work includes: UK Plastics Pact, UK Food and Drink Pact, UK Textiles Pact and the campaigns Love Food Hate Waste and Recycle Now. We run Food Waste Action Week and Recycle Week.