F&F has made a conscious decision to be more sustainable, integrating durability into its working practices, from product design to its end of life. WRAP has been working with F&F to help make clothes look as good as new, for longer.

Key points

  • Developing sustainable cotton denim with their suppliers allowed F&F to make significant savings in water and energy.
  • After feedback from colleagues and customers, Stay Black fabric was developed for F&F womenswear jeans so they stay black, even after 20 washes.
  • Feedback from the wearer trial of the Stay Black jeans was very positive, and this has been reflected in sales figures.

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  • F&F: Improving the durability of denim jeans

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