The brands that win in the next decade won’t just design better products. They’ll design products that last.
New industry-leading research from global environmental action NGO WRAP, and the Leeds Institute of Textiles and Colour (LITAC) provides the first robust, standardised evidence base for measuring and improving clothing durability at scale.
Download the executive summary
Durability is no longer a “nice to have”
Durability is now a commercial, regulatory and reputational issue.
Increasing product lifetime is the single most effective way to reduce clothing’s environmental impact, while strengthening customer trust, supporting climate targets and preparing for incoming policy.
Yet most brands lack a consistent, credible way to measure and benchmark durability.
That gap creates risk. It also creates opportunity.
What the research shows
Over a 3-year collaborative programme involving 27 industry partners, WRAP developed:
- Standardised durability testing protocols
- An industry-first benchmarking methodology
- Practical guidance to drive product improvement.
Key findings challenge common assumptions:
- Price, brand and fabric composition do not predict durability
- Minimum policy proposals will not drive meaningful impact
- Durable products already exist — but cannot be reliably identified
Durability must be measured, not assumed.
From evidence to action
Through WRAP’s Durability Accelerator Initiative (DAI), brands collaborate pre-competitively to:
- Benchmark durability performance
- Identify targeted improvements
- Align on scalable testing approaches
- Prepare for evolving regulation
- Build a credible commercial case for long-lasting products
Durability only delivers value at scale when industry aligns.
Join our new DAI cohort: Accepting rolling applications until 15 May 2026
Key dates:
- 25 March: Durability Upskilling workshop
- 9 April: Presentation of Policy Landscape Review findings
- 5 May: Consumer Behaviour Insights presentation
Speak to our team about the Durability Accelerator
Download the report: Durability - The Foundation for Circularity
Access the executive summary to explore: