RESEARCH: Do You Really Get What You Pay For? New Study Reveals Price is Not a Reliable Indicator of T-Shirt Durability
New Study Reveals Price is Not a Reliable Indicator of T-Shirt Durability
By 2030, global apparel consumption is projected to rise by 63% to 102 million tonnes. This stark projection reiterates the need for the fashion industry to act now. Optimising for durability is not merely a business advantage but a moral imperative to reduce waste and protect the planet.
“Most shoppers use price as an indicator of how hard-wearing clothes are. But our study shows this is totally misleading. If you’re judging on price alone – buyer beware.” Mark Sumner, WRAP
A recent study from the University of Leeds Institute of Textiles and Colour (LITAC) has dismantled the common assumption that higher price equals higher quality in clothing.
Conducted in partnership with climate action NGO WRAP, the research found no direct connection between the price of a t-shirt and its durability. This surprising insight highlights the urgent need for a shift in how the fashion industry approaches textile quality and pricing.
Durability Tested Across Price Points
The study, presented by LITAC PhD candidate Kate Baker at the Product Lifetimes and the Environment (PLATE) Conference, tested 47 t-shirts from various UK brands, including luxury items. Through rigorous washing and wear tests, researchers found that six of the top ten performing t-shirts cost less than £15, outlasting many more expensive pieces, with the priciest (£395) ranking only 28th. Such findings challenge preconceived notions around price and quality, revealing that durable clothing is achievable at almost any price point.
Dr Eleanor Scott, Lecturer in Fashion Design at LITAC, noted the significance of these findings, stating, “Durability underpins the reuse and resale market, as well as keeping our loved items in use longer. Crucially, these findings show that durability is not a luxury reserved for the few – it’s achievable at any price point.”
The Manufacturing Squeeze and its Negative Impact
The intense cost pressures created by the fashion supply chain have led to a significant reduction in textile quality. Fast fashion's relentless drive to cut expenses often forces manufacturers to use cheaper materials, lower production standards, and bypass proper quality checks. This prioritisation of cost-cutting over craftsmanship compromises the longevity of garments, resulting in an abundance of poorly constructed clothing flooding the market. For consumers, this means garments that wear out quickly, leading to a cycle of overconsumption and waste.
Mark Sumner, WRAP’s Programme Lead on Textiles, points out this discrepancy in consumer assumptions, saying, “Most shoppers use price as an indicator of how hard-wearing clothes are. But our study shows this is totally misleading. If you’re judging on price alone – buyer beware.”
Circularity and the Importance of Longevity
These cost-driven compromises also hinder circularity in the fashion industry. True circularity relies on products enduring multiple lifetimes through recycling, reuse, or resale. However, garments with subpar durability rarely make it past their initial lifecycle. Poor quality limits recycling options, as weaker fibres break down during the reclamation process, reducing their viability for new textiles. Essentially, by compromising longevity at the manufacturing level, businesses inadvertently restrict the potential for fibres to stay in circulation, ultimately undermining sustainability initiatives.
Kate Baker, a PhD candidate at LITAC, highlighted the vital connection between durability and sustainability, adding, “Improved clothing durability is critical for circularity and providing the opportunity for people to wear the clothes they love for longer.”
Rewiring the Supply Chain for a Sustainable Future
This research, once again highlights an urgent need for a fundamental re-evaluation of the fashion supply chain's cost analysis. The focus must shift from short-term cost savings to long-term sustainability and value creation. Investing in higher-quality materials and improved manufacturing practices will not only enhance garment durability but also enable true circularity, reducing environmental impact and waste. These changes will pave the way for a more responsible and future-proof textile industry.
A systematic rethinking of the fashion supply chain is necessary to drive these changes. As Dr Scott aptly summarised, “If circularity in fashion is to be truly effective, durability must come first.”
Durability must move to the forefront of industry priorities, and this study shows it’s achievable without passing excessive costs onto consumers. After all, sustainability without durability is just another empty promise.
A Sustainable Future Requires Durable Foundations
By 2030, global apparel consumption is projected to rise by 63% to 102 million tonnes. This stark projection reiterates the need for the fashion industry to act now. Optimising for durability is not merely a business advantage but a moral imperative to reduce waste and protect the planet.
Durability should no longer be seen as optional; it must be the foundation of circularity and sustainable fashion. Investing in quality doesn't just benefit consumers but extends the lifecycle of fibres, enabling a more conscientious and sustainable supply chain. Efforts to integrate durability into the heart of the production process will not only redefine value but will also reshape the future of global fashion with responsibility at its core.
Key Recommendations from the Study
The findings point towards actionable recommendations for ensuring garment durability and fostering circularity:
Blend Composition for Strength: Garments that incorporate a mix of cotton and synthetic fibres, such as elastane or polyester, consistently perform better in durability tests.
Focus on Construction: Heavier fabrics and better-constructed t-shirts show higher resilience, making them ideal for extended use and repurposing.
Durability Standards: Developing industry benchmarks for durability can guide brands and empower consumers to make informed choices.
Consumer Education: Clear labelling and education campaigns can help consumers understand the relationship between quality, durability, and sustainable shopping habits.
The word "toxic" carries weight. It conjures danger, harm, and things best avoided.
“Yet in the textile industry - Where between 3,000 and 10,000 chemicals move through the supply chain, a reflexive fear of the term is one of our biggest obstacles to progress.”
This article distils the key takeaways and what buyers, designers, and brands should be asking right now.
What Is the Digital Product Passport?
At its core, a Digital Product Passport is a digital record attached to a physical product - For a printed textile product, this means the DPP would capture data on the substrate, inks and dyes used, the printing process and technology, chemical compliance, environmental impact (including water and energy use), supply chain traceability, and end-of-life instructions.
The Market Gap that Changed Everything
Future Fashion was founded in 2019, timed deliberately to coincide with a pivotal moment in global textile technology: the commercial launch of the EFI Reggiani BOLT Single-Pass digital printing system.
The founders recognised that single-pass architecture had fundamentally changed what was industrially possible - and that Pakistan's domestic market had yet to catch up.
Print is no longer defined by the inefficiencies that once characterised it…as advances in production processes and technology have significantly improved its environmental performance.
Taran Rai, Corporate Sustainability Manager at Epson explains why?
The story of what happens when young designers access digital technology is still being written.
What once was a theoretical sustainability goal seems to have shifted into an active regulatory reality.
Is the Textile Market Finally Recovering?
After a difficult few years, there are genuine reasons for optimism. Duncan was candid about the challenges: "The market for textiles has been very difficult over the last three years. I'm not going to hide the truth there. But the tide is turning.“
A profound shift is currently reshaping the sector
Changing consumer expectations demand greater design diversity, faster turnaround times, and sustainable manufacturing practices.
To thrive, interior brands must adapt their supply chains, bringing production closer to the end consumer and moving away from bulk manufacturing.
Digital textile printing offers a definitive solution to these operational bottlenecks.
Digital transformation doesn't announce itself.
It accumulates - one innovation at a time - until an entire industry looks back and realises the ground has shifted beneath its feet. That's precisely where textiles stands today.
The conversations happening now about AI, automation, sustainability, and digital product passports are not theoretical. They are shaping decisions being made on factory floors and in boardrooms right now.
“By leveraging advanced digital textile printing, Marylene Madou has successfully merged traditional craftsmanship with cutting-edge technology. Her approach offers a blueprint for how independent designers can scale their brands globally while maintaining a minimal environmental footprint.”
From Helsinki's printing mill to Paris's Le Marais, discover how Marimekko is scaling a design-led brand with purpose, craft, and bold innovation.
But what makes Marimekko's story compelling is not just its aesthetic legacy?
The textile industry is undergoing a vital transformation. As the insights from Techtextil and Texprocess reveal, the path forward relies on a combination of sustainable hardware, intelligent chemistry, and seamless digital workflows.
From Zimmer's industrial-scale energy reductions and Stratasys's on-demand 3D embellishments, to Kornit's single-step technical printing and the unified digital ecosystems of NedGraphics and Optitex, the tools for change are here. To stay competitive, brands and manufacturers must adopt these innovations, moving away from fragmented, wasteful processes towards a truly connected, circular economy.
Friedmans stands as a testament to the power of combining traditional textile knowledge with forward-thinking innovation.
“Operating from their UK headquarters, Friedmans now serves a diverse array of sectors, including swimwear, dance, entertainment, sportswear, interior decor, prosthetics, and even pet apparel. With a strategic supply chain that reliably serves clients worldwide”
The apparel decoration industry is decisively moving away from isolated, analogue production tools toward connected digital manufacturing environments.
"Kornit’s unwavering commitment to transformative technology continues to disrupt the status quo. For business leaders and innovators ready to capture the future of apparel manufacturing, the path forward is clear”
The Urgent Need for Sustainability at Scale
The transformation at Coats provides a vital blueprint for the wider textile and apparel sector. True sustainability cannot be achieved in silos. As Dearing emphasised:
“Cross-industry collaboration is the engine of meaningful change. Brands, machinery suppliers, chemical providers, and fibre producers must act as an interconnected ecosystem”
Today’s customers demand superior product quality, real-time data visibility, and lightning-fast turnaround times.
For large-scale garment decorators, managing these expectations while balancing seasonal demand fluctuations - such as the massive surges seen during Black Friday - presents a monumental challenge.
"Relying on transactional vendor relationships and outdated legacy equipment is no longer sufficient to secure long-term stability and growth.”
Printing method is never a secondary detail. It shapes the entire life cycle of a product, from concept to customer. In today’s fashion industry, where margins are tighter and speed matters more than ever, technical knowledge has become a competitive advantage.
“The future of textile design belongs to professionals who can combine creativity with execution, aesthetics with practicality, and vision with production reality”.
Are we witnessing the reinvention of Merch driven by adaptive, digital technologies?
The commercial opportunity presented by printed, personalised merchandise is already a lucrative revenue stream; it is the core driver of growth in a multi-billion-pound industry. And the mandate for print businesses is clear: automate, adapt, and offer undeniable added value, or choose to gradually lose market share.
Powderless DTF is an important area of innovation. It deserves research, investment, and thoughtful development.
“But at its current stage, it often feels like the industry is attempting to commercialize the concept ahead of the underlying chemistry and system readiness”.
All Apparel Manufacturers face an Urgent Mandate: “Automate or be Left Behind”.
Industry leaders like Super Nova Sports and Ryozo International were struggling with severe pre-press bottlenecks and unsustainable fabric waste. By integrating AI Sublimation Software into their workflows, these forward-thinking businesses eliminated manual variable data entry, boosted fabric efficiency to over 80%, and reduced delivery times by more than half, establishing a highly profitable, agile, and environmentally responsible production model.
The Future of Manufacturing belongs to those who Embrace Connected Digital Ecosystems
“Whether you produce garments, car interiors, or home furnishings, the transition from creative concept to production-ready product often remains fragmented. Design teams work tirelessly to develop compelling materials, yet technical teams struggle to interpret these visions without losing data along the way.”
The European digital wallcovering marketplace is expanding at an impressive rate.
“For print professionals and interior designers, this transition presents a distinct set of challenges. Achieving flawless colour consistency, managing complex substrates, and meeting stringent environmental standards are no longer optional extras; they are fundamental requirements for commercial success.”
WILMINGTON, Del., August 2026 – – DuPont has announced that its Artistri® Digital Printing Solutions are driving the next era of industrial direct-to-film (DTF) printing, moving beyond ink innovation to tackle the process challenges that now define productivity at scale.
Porthmadog, Wales – August 2026 – Vivid Laminating Technologies Ltd has completed the installation of its Razar print finishing system at Snowdonia Design & Print, marking the first Razar installation outside of England.
The milestone represents a significant step in the growing adoption of advanced, versatile finishing technology across the UK print sector.
Described as the "swiss army knife of print finishing", the Razar system brings a suite of high-precision capabilities to the Porthmadog-based printer
Sheffield, UK – Perfect Colours has been appointed the official UK distributor for Platinum Technologies International, the manufacturer formerly known as Liyu Technologies.
Announced in May at FESPA 2026, the partnership gives UK print businesses direct access to Platinum's full range of industrial large-format systems, backed by Perfect Colours' nationwide sales, installation, training, and engineering support.
The agreement covers Platinum Technologies' expanding portfolio of large-format printing equipment across the UK market, marking one of the most significant developments in Perfect Colours' recent history..
Wednesday, August 26, 2026 - Richmond, VA: Drytac, the leading international manufacturer of self-adhesive materials for the large-format print and signage markets, is delighted to announce its plans for PRINTING United Expo 2026.
As Drytac continues its 50th anniversary celebrations, visitors will have the opportunity to experience new products, award-winning solutions and live applications across the show floor, highlighting five decades of expertise in adhesive science and coated media
Wakayama, Japan – August 2026 – SHIMA SEIKI MFG., LTD., a leading provider of digital textile solutions, will exhibit at Première Vision Paris, held from 1st to 3rd September 2026 at Paris Nord Villepinte in France.
The company will present its latest innovations in the event's "Smart Creation" area, a space dedicated to technologies that unite sustainability and innovation.
At the heart of SHIMA SEIKI's exhibit is its approach to Digital Product Creation (DPC), a workflow designed to optimise product development while reducing environmental impact.
Emmerich am Rhein, Nordrhein-Westfalen – August 2026 – Brother Industrial EMEA has announced the launch of a new white ink formula for its entire GTX series of textile printers.
Developed in response to evolving EU requirements, the new formulation meets the latest environmental and chemical standards while preserving the print quality and performance the brand is known for.
The new white ink reflects Brother's ongoing commitment to more sustainable textile production.
Clay Cross – Derbyshire – August 2026 – Resolute DTF has announced that free waste ink disposal is available to every printer customer as a core component of its service package.
The offering is designed to remove the administrative, legal, and financial burden of hazardous waste compliance from print shops across the UK, regardless of the machine model they operate or the volume they produce.
Danver Ma – August 2026 – Inkcups, a leading innovator in inkjet printing technology, has announced its participation in PRINTING United 2026, where it will showcase the Helix High Throw cylindrical UV printer.
The award-winning machine will be live on the show floor, printing on stemless wine tumblers and bowls throughout the event.
Attendees will have the opportunity to see the Helix High Throw in action across a wide range of applications, including handled drinkware, wide-diameter pieces such as mini kegs, plant pots, and more.
Coalville – Leicestershire – August 2026 – Innotech, one of the UK's leading independent media suppliers, has announced a new strategic partnership with China Print Supplies UK Ltd.
The collaboration will see China Print Supplies UK Ltd showcase a curated selection of Innotech materials at The Print Show, with an exclusive promotional offer available to attendees.
Shawnee, KS – August , 2026 – Nazdar Ink Technologies today announced the appointment of Edward (Ed) Baiden as President and Chief Executive Officer, effective 8th September 2026.
The appointment marks a significant milestone for Nazdar as the company builds on its century-long legacy and charts a course for its next chapter of growth and innovation across the global printing industry.
From September 23 – 25, at PRINTING United 2026 (Las Vegas Convention Center), Kongsberg and MultiCam will showcase how connected production workflows enhance precision, productivity, and scalability across print, display, packaging and signage applications.
Bacup – Lancashire-August 2026 – Super Wide-Digital, a family-run trade digital print company based in the North West of England, has confirmed its participation in The Print Show 2026.
The company will exhibit at stand P440, positioned at the heart of Hall 1 at the NEC, marking a significant step in its ongoing commitment to connecting with trade and creative professionals across the industry
London, UK – 20 August 2026 – AVA CAD/CAM, a leading provider of design software and solutions for the textile and fashion industry, has announced its highly anticipated Top 10 to Watch 2026 list, recognising ten outstanding graduating textile designers from universities across the United Kingdom.
The announcement follows AVA's attendance at New Designers, the annual exhibition showcasing the UK's most promising creative graduates
Roland DG South Africa has announced it will launch the new TrueVis VG4-540 and VG4-640 eco-solvent print and cut devices at the FESPA Africa and Sign Africa Expo.
The event is taking place from 8-10 September 2026, Tuesday, Wednesday and Thursday, at Gallagher Convention Centre.
Altrincham – Cheshire – August 2926 – Friedmans Ltd, a UK-based textile manufacturer and digital printing specialist, has announced the expansion of its wholesale stretch fabric and digital printing services, offering designers, brands, and businesses an accessible route to fully customised fabric solutions with low minimum order quantities and fast turnaround times.
Frankfurt, Germany – August 2026 – Heimtextil, one of the world's leading trade fairs for home and contract textiles, has announced its return to Messe Frankfurt GmbH from 12 to 15 January 2027.
The event will once again transform its iconic home base into a showcase of the finest in woven, stitched, and draped textiles, reaffirming its position as the definitive gathering point for the global textile industry.
Rooted in the philosophy that everything starts at home, Heimtextil's return to Messe Frankfurt is a celebration of origins — both for the fair itself and for the broader world of interior textiles.
Derby – Derbyshire – UK – August 2026 – Vivid Laminating Technologies Ltd is pleased to announce that EBI Creative Print (Easibind International Ltd) has acquired not one, but two Veloblade Nexus cutting systems, reinforcing its position as one of the UK's most comprehensively equipped print facilities.
The purchase was made in partnership with Soyang Europe.
Goyang-si, South Korea – August 2026 – BARBIERI electronics, a leading innovator in colour measurement solutions, is set to exhibit at K-Print Korea, where the company will demonstrate its flagship Spectro LFP qb spectrophotometer at Booth L502.
Cape Town – South Africa – August 2026 – NUtec Digital Ink has announced that its Quartz Q50-HYB UV-curable hybrid ink has been awarded GREENGUARD Gold Certification and is now listed in the UL Spot database.
The certification marks a significant milestone in the company's ongoing commitment to developing high-performance ink solutions that meet the highest standards for environmental responsibility.
Tirana, Albania – August 2026 – Kridia ArtPrinting Solutions, an Albanian print and interior décor specialist, has announced its adoption of Roland DG's Dimense textured printing technology, positioning the company as the only provider of locally produced, custom embossed wallpaper in Albania.
By integrating the Dimense DA-640, the Dimense Module, and Roland DG Connect Designer into its production workflow, Kridia has significantly improved design efficiency, creative output, and turnaround times across its interior décor projects.
Echbolsheim – France – August 2026 – Caldera has announced that its Direct-to-Film software now supports the Brother DTRX100, one of the most advanced integrated direct-to-film (DTF) production systems available on the market today.
The development extends Caldera's growing portfolio of compatible DTF devices, offering print professionals greater flexibility in their choice of production hardware.
The Brother DTRX100 is a 32-inch roll-to-roll DTF printer engineered for high-volume, continuous production environments.
Rock Hill - SC – August 17, 2026 – SDL Atlas, a global leader in textile testing instruments, has announced the launch of the Vortex Elite, the most advanced instrument in its trusted Vortex series of AATCC Monograph wash testing equipment.
Building on the proven performance of the Vortex M6 and Vortex Plus, the Vortex Elite delivers high-precision, automatic dispensing of multiple liquid components, setting a new benchmark for accuracy, repeatability, and efficiency in textile wash testing.
Birmingham, UK – August 2026 – Epson has announced its participation in The Print Show and The Sign Show 2026, taking place from 29 September to 1 October at the NEC Birmingham.
Visitors to the Epson stand will have the opportunity to explore the company's latest professional printing technologies through live demonstrations, gaining direct insight into how UV, Direct-to-Film (DTF), dye-sublimation and signage solutions can unlock new revenue streams and support business growth.
Raleigh – NC – Aigust 2026 - North Carolina State University has been chosen to lead a 10-year Department of War initiative aimed at modernizing textile manufacturing in the United States to support the defense industry.
The FutureTEX award – which includes $36 million in its first year and has a ceiling of $480 million over a decade – brings together industry, government, university and nonprofit partners to advance manufacturing technologies of textiles for military and domestic applications.
London, UK – August 2026 – UK-based sign and graphics specialist Signs Express has successfully delivered a striking retail installation for the England World Cup Fanatics Shop Experience on London's iconic Carnaby Street, using a range of printable media and laminates from global adhesive media manufacturer Drytac.
Reken – Germany – August 2026 – FabricVision GmbH, a textile and fabric solutions company, has announced a significant operational milestone, marking nearly one year of intensive infrastructure development with the installation of a sign outside its warehouse facility.
While the sign itself may appear modest, it represents the culmination of a year defined by substantial investment and operational transformation
Mexico City, Mexico – August 2026 – HP Graphic Arts has announced its participation in FESPA Mexico 2026, taking place from 10–12 September at Centro Banamex, Mexico City.
The HP Large Format team will be on-site to present its latest advancements in HP Latex and HP DesignJet technologies, offering print professionals a firsthand look at the future of large format printing.
FESPA Mexico is one of Latin America's foremost events for the print and visual communications industry, drawing together professionals, partners, and businesses seeking to stay ahead of an increasingly competitive market
Bracknel – Berkshire - August 2026 – UFABRIK, a leader in high-performance textile solutions, today highlights one of its latest innovation: the UFabrik Opaque Textile ECO.
Engineered for retail, events, exhibitions, banners, and soft signage applications, this groundbreaking blockout textile sets a new standard for sustainable, high-quality print media.
The UFabrik Opaque Textile ECO has been developed to deliver ultimate colour reproduction with both UV and Latex inks.
SOUTH NORMANTON, UK – August 2026 – Sun Chemical, a leading producer of printing inks, coatings, and supplies, has announced its participation in the 27th International Advertising Industry and Digital Printing Technologies Exhibition, SIGN İstanbul.
The company will exhibit at Hall 5, Booth 5C09, where it will present its latest innovations across textile printing, graphics, and packaging solutions to industry professionals from across the region.
Soyang Europe has strengthened its hardware team with the appointments of Andy Webb as Commercial Director and Ian Windebank as Wide-Format Print Specialist.
Both join Soyang with immediate effect, bringing decades of combined experience across print technology, hardware sales, customer support and the wider print industry.