"Over the past 20 years, we have quadrupled of garments we go through. Compounding the issue is the fact that 90% of our clothes are thrown away before they need to be. Part of the problem is fast fashion - another is aftercare. Due to poor, outdated laundry habits, the lifespan of garments is diminishing. With the fashion industry being the fourth largest polluter in the world, it's time we changed the way we consume and care for our clothes.
2030 Target: Make clothes last longer with reduced environmental impact
By demonstrating better garment care, we aim to help people extend the wearability of their clothes while reducing the environmental footprint of their aftercare.
To guide us towards our target, we will seek to drive product innovations, educate consumers, undertake further research, and form meaningful partnerships. Our focus areas for Better Garment Care are:
- Prolong the lifetime of garments by modernizing care technology and care habits
- Reduce the environmental impact of garment care
- Enable care for all fabrics
- Contribute to more sustainable fashion consumption models
"Prolong the lifetime of garments by modernising care technology and care habits - Reduce the environmental impact of garment care - Enable care for all fabrics - Contribute to more sustainable fashion consumption models"
"We need to see what´s already here as our primary resources - rather than continuing to feed the beast."