Behind the FFF Brand Rating

Every brand on FFF receives a score from 0 to 100, together with a label: Excellent, Very Good, Good, On the Way, or Insufficient.

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.

The most important input is the FFF Fiber Score. Every fiber we rate is assessed across its full journey — from how it is produced and processed to what happens when the garment reaches the end of its life.

PRODUCTION → PROCESSING → USE → END OF LIFE

We look at the material itself, the evidence behind it, and the wider impact of its journey.

What goes into the rating?

1. Fiber Scores The fibers used across a brand's catalog contribute according to their individual FFF Fiber Scores.

A fiber's score can reflect: Water · Chemicals · Pollution · Microplastics · Biodegradability · Sourcing · Land · Global environmental impact · Durability · Circularity

This is important because “cotton”, “linen” or “polyester” is only the beginning of the story.

2. Certifications Recognised certifications can provide evidence that supports what a brand says about its materials, production or processes.

We only count certifications we can match to a public registry or other reliable source. No proof, no extra points.

3. Published evidence We also look at information a brand makes publicly available, such as its supply chain, environmental policies, production information and measurable progress. A brand that gives us more concrete information gives us more to verify.

4. Unsupported claims When we find a specific, verifiable sustainability claim that isn't supported by evidence, it can negatively affect the rating. We don't penalise a brand for simply being vague. We look for claims we can actually investigate.

The Fiber Score is the foundation

The Fiber Score considers not only where a material comes from, but how it is produced, what happens during processing, how it performs over time and whether it has a viable path at the end of its life.

We have publish full information about or fiber Score Criteria find it here: link

What the rating does not measure

The Brand Rating is not a garment-quality score. It does not tell you how well a particular shirt was sewn, how it fits, or whether you personally will love wearing it.

the Brand Rating is not the same as the Fiber Score. The Fiber Score tells you what we found about a particular material.

The Brand Rating looks at the materials, evidence and claims across the brand's catalogued products.

We keep these two scores separate on purpose.

How we handle evidence

We use three levels:

Verified A claim is supported by a recognised third-party certification or another source we can independently verify.

Declared The brand states it publicly, but we have not independently verified it.

Unknown We looked and couldn't find enough information to confirm it.

Declared never becomes Verified simply because a brand says it again.

That's the distinction we care about.

What the score means

Excellent — 80–100 Strong evidence across materials, certifications and claims.

Very Good — 60–79 Good overall performance, with some areas still to strengthen or verify.

Good **— 40–59 Meaningful positive signals, but significant gaps remain.

On the Way — 20–39 Some positive evidence, but not enough yet for a stronger rating.

Insufficient — below 20 Limited supporting evidence and/or significant issues identified.

One important thing

FFF's rating is not for sale.

Brands can become FFF Partners and receive commercial benefits such as enhanced visibility and control over their profile.

Partner status does not feed into the rating calculation, and payment never changes a score.

We publish our criteria because we don't expect you to simply take our word for it. You can look at the evidence. You can question our weighting. You can see what we couldn't verify.

That's how we think a rating should work and, honestly, that's the part we find most fascinating.

See what it's made of before you buy.