F&F: Improving the durability of denim jeans

22nd June 2017

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.

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.