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WRAP's new guidance to make clothes more durable
16
Dec '15
Retailers and brands can make a significant difference to extending the active life of clothes by making simple changes in the design and production phases, says WRAP, a British charity with a mission to accelerate the move to a sustainable resource-efficient economy.

WRAP has produced a new guide that focuses on how to make those changes. It has been developed with the help of companies signed up to the Sustainable Clothing Action Plan and the wider industry. It has been created in a user-friendly format to encourage designers and technologists to use it as part of their daily work, it said in a press release.

Underpinning the Sustainable Clothing Guide, is a clothing durability report with technical data on extending the life of clothes. Plus there are also a number of case studies (from Cath Kidston, F&F at Tesco, George at Asda, John Lewis and Stella McCartney) to share learnings from the industry durability trials.

WRAP claims its research has shown that extending the life of clothes by just nine extra months of active use would reduce carbon, water and waste footprints by around 20-30 per cent each and cut resource costs by £5 billion ($7.5 billion).

The benefits of producing more durable clothing include safeguarding against garment failure, strengthening brand reputation, cementing customer satisfaction and loyalty and reducing the footprint of the clothing industry, the release said. (SH)

Fibre2Fashion News Desk – India

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