Industry News
WRAP study finds price is irrelevant for T shirt durability A
new academic study by the University of Leeds Institute of Textiles and Colour (LITAC) and WRAP has concluded that price has very little to do with the durability of most T shirts sold in the UK, and that spending more money doesn’t guarantee the item will be more hard-wearing. The findings were presented by PhD student Kate Baker to the Product Lifetimes and the Environment (PLATE) Conference in Aalborg, Denmark and were developed as part of a clothing durability project through the UK Textiles Pact.
The LITAC team tested the durability of 47 T shirts (24 male, 23 female designs) from UK clothing brands, including luxury items. Testing included
physical properties and washing using a standard mixed 30°C wash cycle followed by a tumble dry 50 times. The T shirts were graded for pilling, as well as colour fading, shrinkage and general appearance.
A key finding was no correlation between price and durability. Of the top 10 best performing T shirts, six cost less than £15, outperforming many more expensive tees including the most expensive costing £395.
LITAC’s Dr Eleanor Scott said: “If circularity in fashion is to be truly effective, durability must come first. 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.”
Stahls’ CEO named Counselor 2025 International Person of the Year
A
SI Media has named Carleen Gray, CEO of Stahl’s, as Counselor’s International Person of the Year. Stahls’ EMEA CEO, Martin Borley, said: “We are beyond proud of this announcement. Since taking the helm in 2018, Carleen has led Stahls’ through a remarkable global transformation, unifying our brand strategy across more than 100 countries, investing in cutting-edge tech like Stahls’ Fulfill Engine and establishing us as a global leader in print on-demand. “Her vision, commitment, and bold
Carleen Gray, CEO of Stahls’
leadership have not only strengthened STAHLS’ international footprint they’ve helped shape the future of apparel decoration. From launching the inaugural Print on Demand Conference to championing global community and innovation, Carleen truly exemplifies what it means to be a trailblazer in our industry.” Ms Gray has appeared on Counselor’s Power 50 list of the most influential people in promo seven times.
Stahls’ was named Counselor’s Supplier Family Business of the Year in 2019.
PhD candidate at LITAC, Kate Baker, added: “This research is another step forward in the road to developing a way of measuring how durable the clothes we wear are. Improved clothing durability is critical for the future of circularity and providing the opportunity for people to wear the clothes they love for longer.” The research found more hard-wearing T shirts tend to have a percentage of synthetic fibres in the composition including polyester, polyamide, and elastane. Cotton T shirts tended to have higher shrinkage than synthetic ones, which can be exacerbated with tumble drying. However, the research suggests well designed 100% cotton T shirts can be hard-wearing and good value for money – four of the 10 top garments were 100% cotton.
Zebra Print recruits new sales manager
B en
Hazelton has joined
the team at family-owned Zebra Print as the print solutions provider’s new sales manager. He brings more
Ben Hazelton
than 24 years of industry experience and will add a new dimension to the team’s capabilities, playing a pivotal role in driving new business and enhancing client relationships.
In his new position, Mr Hazelton will generate new commercial opportunities, advise clients from concept through to production, and ensure that Zebra Print Group’s renowned standards are upheld throughout every project.
He said: “It’s a fantastic opportunity to contribute to a company with such a dynamic vision for the future. “The team’s commitment to quality and creativity really stood out to me, and I’m looking forward to building strong relationships with our clients and helping drive the business forward.”
| 10 | September 2025
www.printwearandpromotion.co.uk
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