FFF

Fiber First Fashion

See what it's made of before you buy

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Journal

Flax in flower, pale blue petals against a white ground

Where linen comes from changes what it is

Undyed linen cloth folded into soft creases

A rail of undyed linen shirts on wooden hangers

Two garments can both say 100% linen on the label and still feel, wear and age very differently.

Not all cotton is the same

Organic, conventional, Pima, Supima, recycled — the word on the label is the same. What sits behind it is not. Here is how to tell them apart.

Not all cotton is the same

Organic, conventional, Pima, Supima, recycled — the word on the label is the same. What sits behind it is not. Here is how to tell them apart.

Behind the FFF Brand Rating

The rating is built from what we can actually verify about the materials a brand uses, the certifications behind them, and the claims the brand makes.

A stack of folded knitted garments in undyed cream, grey and brown

A weaver's hands winding spun yarn onto a wooden spindle

Behind our Fiber Score

We look into the fiber — PRODUCTION → PROCESSING → USE → END OF LIFE — and turn it into a single number.

How a brand gets listed

We find it. You suggest it. The brand submits itself.

What the certificates actually mean

GOTS, OEKO-TEX, GRS, Fair Trade.

Discovery of the week

The newest brands in the catalogue, in their own words.