Britons who want to get long-lasting clothes find it annoying that material that shrinks or bribbles. High street fashion’s lower quality contributes to the 30 000 clothing and homegoods containers that are dumped annually by consumers.
The second item in a new variety specifically designed to “minimize waste and maximize lifetime” has been available at John Lewis with merchants tasked with finding ways to reduce the environmental effect of the apparel they sell.
The 20- powerful “round” set is “just the beginning “of an reform that by 2028 may reach thousands of products, the department store chain says. Described as items that may “stand the test of time”, the original range includes jammies, babywear, knit, mattresses, duvets and pillows.
Up to 10% of global carbon emissions are caused by garments and style, and despite growing knowledge, the UK uses more clothing per head than any other European nation. One in four UK citizens (23%) still regularly purchase clothing with the intention of using it for a short period of time, compared to almost half (45%) of UK citizens who shop at least once per month.
The effect of this is that, on regular, each person in the UK throws 35 items of unnecessary textiles directly into public waste every year, according to anti- waste charity Wrap’s 2024 textiles market situation report. Its estimates that 711, 000 tons of textiles are placed in black bins or public spend skips at recycling centers each year, which is almost 30 000 freight containers full of used clothing and home textiles.
Wrap also warns that the prices of the textiles that are appropriately donated have declined as a result of the market’s oversaturation with poor fast fashion, which results in lower income for the reuse and recycling industries.
More intelligent design can help control the fallout from this usage, with up to 80% of a piece of clothing’s effect determined at the design stage, says Wrap. It is promoting circular design, which involves using recycled or sustainable materials and ensuring durability by, for instance, using stronger stitching for seams.
Products in the John Lewis range have an increased amount of recycled content in keeping with this philosophy. The jumper, albeit with a hefty £135 price tag, is made with Sustainable Fibre Alliance ( SFA ) certified cashmere. The £8.50 sleepsuit is, it says, made to be passed on, after being tested to higher durability standards.
Kathleen Mitchell, the store’s commercial director, said it was looking at ways to “combine style and sustainability” for its customers. “We know they want products that look good and that last, and that’s exactly what these designs offer”, she said.
When clothing is finished, the owner can reuse it more easily. This implies limiting the number of fabrics used. In the pyjamas, for example, an elastic waistband has been replaced with a simple fabric tie.