This is literally the exact opposite thing that happens with clothes. Branded clothes or more expensive labels last longer than unbranded or cheaper labels.
Ive experienced it myself with shoes and belts. Buying cheap brands or unbranded ones they would crack and fray after a few weeks/months whereas Ive bought more well known brands and they havent cracked or frayed since I bought them in 2015.
I would imagine same goes for jackets too, thats why youre better off going for something like Patagonia or north face as opposed to a shops own brand especially when actual durability and function is key.
im surprised you think unbranded clothes last longer and are better quality than branded ones. Where have you seen that?
Cheap tshirts are practically the same quality if made with the same material. ---