How a brand gets listed

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

Whichever way a brand enters, it goes through the same process before appearing in the catalog: a person reviews it against our published criteria.

Being listed simply means it has met the threshold to be included.

Why have an inclusion threshold?

FFF is inclusive by design. We don't expect every brand in the catalog to be at the same point. A brand might work almost entirely with sustainable fibers. Another might have a smaller line made with certified materials. Another might be a mainstream brand with a specific collection that meets our criteria.

They can all have a place on FFF. The rating is what shows you the difference.

But inclusive doesn't mean anything goes. A brand still has to meet our minimum criteria to enter the catalog.

The inclusion bar is wide on purpose. The rating is what differentiates.

1. We find the brand

Our Brand Scout searches for brands delivering to European markets that may fit FFF's criteria.

It looks at the brand's own website, including its products, materials, certifications and published information.

A brand can be discovered by FFF without ever having contacted us first. If a brand doesn't want to appear on FFF, it can ask to be removed. link

Someone suggests it

Anyone can suggest a brand. link

You don't need an account. You simply give us the brand's website and tell us why you think it belongs on FFF.

3. The brand submits itself

Brands can also submit themselves directly. link

We ask for information about the brand, its materials, certifications, where it is based and where it ships.

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What matters is that there is something concrete for us to evaluate.

No payment is required to submit a brand.

If a brand wants to become a Partner, that happens separately, after the listing has been approved.

What does a brand need to qualify?

A brand needs to meet our basic inclusion criteria It must:

Sell clothing, not only accessories.

Be available within FFF's current market.

Have at least one identifiable material that meets our fiber criteria, a recognized certification, or a specific and publicly stated practice that we can evaluate.

Provide enough public information for us to understand what the brand is offering

We don't require every brand to look the same. We look at what is actually there.

Listed ≠ Rated

This distinction matters.

Being listed means a brand has met FFF's inclusion criteria.

Being rated means we have evaluated the information we could find about its fibers, certifications and published claims and placed it on our 0–100 brand rating.

A brand can be listed and receive an 'On the way rating', That's not a mistake. It's part of the point.

FFF isn't here to create a guest list of perfect brands. We are here to make the information easier to see and compare.

We work with what can be found

FFF uses public information:

The brand's website. Its product information. Public certification registries.

We distinguish between what is Verified, what is Declared by the brand, and what remains Unknown.

If we couldn't find it, we don't fill in the gap.

We say we couldn't find it.

That's how a brand gets on FFF

A brand can be discovered. Someone can suggest it. A brand can submit itself.

But every route ends in the same place:

The evidence is reviewed. The criteria are applied. A person decides.

And once a brand is listed, you can see not only that it is on FFF, but what we found, what we could confirm, and where the gaps are.

Because that's what we're interested in. Not who says the right things. What we can actually find behind them.