WRAP seeks partners to create global durability standard for clothing
WRAP has already partnered with over 35 brands to evaluate more than 200 garment styles through its Global Durability Accelerator Initiative, which operates in the UK and internationally. Consumers expect clothing to survive beyond 50 wash cycles, yet most current policies only require 5 to 15 cycles, leaving a large gap between real-world use and regulatory standards. The initiative has already logged test data from more than 200 garment styles across multiple seasons and regions.
The organization is forming a Standard Development Committee to pilot a tiered apparel durability standard and is seeking funding from foundations, retailers and industry groups. It also wants apparel and laundry brands to help shape and test the standard in real-world conditions globally. WRAP’s research shows that factors like price, fabric weight, fibre composition and brand reputation alone do not predict how long a garment will last. The updated methodology introduced in 2025 measures how circular practices such as resale, repair and rental reduce the demand for newly produced clothing.
“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 U.K. 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,” Sarah Morley, strategic engagement manager at WRAP said.
WRAP has been investigating durability for over ten years. In 2025 it introduced an updated methodology for calculating the displacement rate of circular business models. Through its Global Durability Accelerator Initiative it has already tested over 200 garment styles with more than 35 brands.
What we know
WRAP has worked with over 35 brands
WRAP has tested over 200 garment styles
Consumers expect clothing to last beyond 50 wash cycles
Most current policy proposals focus on 5-15 wash cycles
In 2025 WRAP introduced an updated methodology for calculating the displacement rate