Our technology keeps you odour- and stain-free for days.
Non-iron stretchy materials combine style and comfort.
Durable clothes you wear more, wash less and keep forever.
Durability you can see
LABFRESH vs. the Rolls Royce of Shirts
CITEVE, a leading textile institute, independently tested our Classic non-Iron shirt against a classic Eton shirt—a brand we deeply respect and often call the Rolls Royce of shirts.
Both shirts were tested across 50 wash cycles, with measurements taken for
strength, durability, water resistance, and appearance. The results were
analyzed and translated by Circular Innovations, our partner in turning sustainability into measurable impact.
Below, you’ll find the clear, side-by-side results.
"In a circular economy, durability is one of the powerful levers that we have. By independently validating how products perform over time, we give brands like LABFRESH the data they need to back their claims and inspire consumers to choose better."
Nout Knabben - CEO, Circular Innovations.
Engineered to outlast
Shirts that stay sharp after 50 washes - proven by independent lab tests.
| Test conducted | LABFRESH shirt | Eton shirt |
|---|---|---|
| Tear resistance | 55N (length) / 52N (Width) | 7.8N / 6.1N |
| Tensile strength | 800N / 550N | 600N / 350N |
| Abrasion resistance | 45.000-50.000 rubs | 10.000 - 12.000 rubs |
| Pilling resistance | No numerical score, but passed visual test | No numerical score, but passed visual test |
| Water absorption time | >60 seconds | 3 seconds |
| Water repellency | ISO 2.5 | ISO 0 |
| Shrinkage | Max shrinkage -1.5% | Max shrinkage -2.8% |
| Appearance | Smoother seems, no colour change | Similar, slightly lower seam smoothness |
Wear more in-between washes
The average number of times a garment is worn before it's washed.
(Based on the 2024 LABFRESH customer survey)
The CITEVE report
Independent durability and performance testing was conducted by CITEVE, a leading Portuguese textile technology institute, to compare LABFRESH shirts with competitor shirts (Eton). The tests assessed tear resistance, tensile strength, abrasion resistance, water absorption, repellency, shrinkage, and appearance after repeated washing. Across all key performance categories, LABFRESH shirts significantly outperformed the competitor, especially in durability after 50 wash cycles. LABFRESH maintained superior strength, resisted abrasion and shrinkage, and preserved water repellent properties and fabric integrity over time.
These lab results were analyzed and translated into
marketing-ready claims by Circular Innovations, a strategy partner
helping companies build credible, scalable circular solutions. From
product validation to business model design, Circular Innovations
supports clients in turning sustainability into measurable impact. This
project was led by CEO Nout Knabben and Circularity Associate Juliana
Vasconcellos, in close collaboration with the LABFRESH team. All claims
were reviewed for compliance with Danish marketing law and are backed by
third-party lab data.
➤ LABFRESH outperformed the competitor in 6 out of 6 durability tests.
➤ Maintained tear strength over 7 times higher after 50 washes.
➤ Withstood 4.5 times more abrasion cycles before showing damage.
➤ Retained full tensile strength and resisted shrinkage better over time.
➤ Remained water-repellent and absorbed liquid more than 20 times slower.
➤ Held its shape and appearance with smoother seams after repeated washing.
Our Vision: Wash Less, Buy Less, Wear More
Durability isn’t just about materials – it’s about consuming less. That’s why we design clothing that resists stains, odours, and wear, so you can wash less, buy less often, and wear far more. By pairing innovative fabric technology with timeless design, we create shirts that outlast trends, seasons, and countless washes.The longer your clothes last, the less waste, fewer resources used, and the smaller your environmental footprint.
Certifications & regulations
Our technology is safely and consciously produced, meaning we live up to the harshest regulations for use of chemicals in textiles in the world. Our cotton fabric is BCI-certified (Better Cotton Initiative), and yarns are also STANDARD 100 by OEKO-TEX® and BlueSign™ certified. We can obtain these certifications because we choose our suppliers, treatments and fabrics carefully. We don't use nano-coatings or treat the surfaces of the fabric - we only treat the yarn.