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Circular Innovations proudly partnered with LABFRESH to independently test and validate the performance of their classic non-iron shirts. By acting as the bridge between the brand and the lab, Circular Innovations conducted detailed analysis to turn raw lab data into actionable insights and marketing-ready claims.
LABFRESH shirts outperformed the competitor in 6 out of 6 durability tests:
Durability is a key lever for a circular economy. By demonstrating that LABFRESH shirts are made to last, Circular Innovations provided the brand with credible, data-backed insights that help reduce clothing waste, encourage fewer washes, and enable consumers to wear garments longer.
The project was led by Nout Knabben, CEO, and Juliana Vasconcellos, Circularity Associate, in close collaboration with the LABFRESH team.
This project is a clear example of how independent validation and careful analysis can transform brand claims into measurable, impactful sustainability stories, helping consumers and
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Circular Innovations supported LABFRESH in independently testing the durability of their classic shirts, turning 50 wash cycles of lab data into measurable, credible claims. The results? LABFRESH outperformed a top competitor across all key metrics, proving that durable clothes are better for people and the planet. Discover how collaboration, transparency, and circularity are shaping the future of fashion.
