consumers purchased the products, yet manufacturers fail to address the issues, prompting the need for a repair revolution.
Once upon a time, fashion wasn't fast. Before the advent of giants like Zara and H&M in the 80s and 90s, we had a deeper connection with our belongings. Clothing was a seasonal affair, collections were revealed months in advance, and customers waited a few months for delivery. Materials were high-quality and durable, built to last, with Levi's jeans and Burberry trench coats being long-term investments.
Fast fashion changed all that, introducing a rapid turnover of items, worn only a handful of times. The industry produces 97 million tonnes of waste annually, polluting our environment and taking centuries to degrade. The journeys of these synthetic, oil-derived materials like polyester are far from eco-friendly.
But can we recapture the joy of wearing something "just off the shelf" without buying new? The answer is yes, according to experts. Repairing our clothes provides a similar satisfaction, says Thami Schweichler of the United Repair Centre in Amsterdam. "When you get an item repaired, it feels good. You get the same kick as buying new," he says.
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For brands like Patagonia, repairing damaged items is more than just a service - it's an emotional experience. Customers share memories and gratitude, making the repairs process a deeply personal experience. Patagonia repairs any item, regardless of whether it's a first or second-hand purchase.
Repair, it seems, used to be a regular part of life. If clothes became worn or torn, they were mended with patches or stitching, especially in some cultures like Japan with 'Sashiko' - a decorative form of mending. Today, however, most brands lack the option. That's why the United Repair Centre was born, working with brands like LuluLemon and Decathlon to provide repair workshops and technology.
Brands should take responsibility for their products, argues Thami. Instead of condemning fast fashion, they should strive for circularity and create an "owner" mindset, like with sports equipment or a house.
In the near future, repair will become a requirement for brands, thanks to European directives. Extended Producer Responsibility will hold textile producers accountable for entire product lifecycles, incentivizing sustainable design and repairable products.
Young people are already leading the charge against disposable fashion. Gen Z and the rise of TikTok have seen creative upcycling, DIY repairs, and mended hauls becoming popular. Brands that focus on repair can tap into this growing market and gain a reputation as a committed and responsible corporation.
No one said tackling fast fashion would be easy. But by promoting repair, fast fashion can take a significant step towards sustainability, leaving less waste behind and fostering a more thoughtful approach to fashion.
- The rapid turnover of fast fashion items has led to an alarming 97 million tonnes of waste annually, polluting our environment and contributing to climate change.
- To combat this issue, ethical fashion brands like Patagonia have made repairing damaged items more than just a service; it's an emotional experience that encourages customers to share memories and gratitude.
- In the spirit of promoting sustainability, brands should adopt a circular approach, taking responsibility for their products and encouraging an "owner" mindset, similar to sports equipment or a house.
- As a result of European directives, repair will become a mandatory requirement for brands, pushing for sustainable design and creating a market for brands that focus on repairable products, appealing to the environmentally conscious Gen Z population.