WRAP (Worldwide Responsible Accredited Production) is the world’s largest independent certification program mainly focused on the apparel, footwear, and sewn products sectors. They recently launched a sustainable clothing guide. This guide is a practical guide to help brands and retailers to enhance the durability and quality of the clothing they produce.
The Sustainable Clothing Guide shares simple steps to best practice on how to design, produce, and sell sustainable clothing that lasts longer, and that can easily be repaired and re-used. Wrap intends to encourage designers and product technologists within brands and retailers to use this guide as part of their daily work to embed durability at the product design and development stages.
Working together, the clothing industry can pioneer sustainability throughout the lifecycle of clothing. For example: By extending the life of clothes by nine months of active use would reduce carbon, water and waste footprints by 4-10 per cent.
The Wrap guide states that durability helps to drive quality, which safeguards against garment failure, strengthens brand reputation and cements customer satisfaction and loyalty. In a saturated marketplace, quality and durability will help retain customers while attracting new buyers.