The low quality of high-street fashion contributes to the 30,000 containers of clothing, homewares and other goods that are thrown away by British consumers each year.
John Lewis has launched the first products of a new clothing range designed to “minimise wastage and maximise durability”.
The department store chain claims that the “circular” collection of 20 products is only the “beginning” of a revamp which will by 2028 include thousands of items. The initial range of products is described as “enduring” and includes babywear, knitwear mattresses, duvets, pillows, and pyjamas.
Nearly half of UK citizens (45%) buy clothing at least one time a month. One in four (23%) regularly purchase clothing with the intent to use it for a brief amount of time.
According to Wrap’s report on the 2024 textiles industry, every person in Britain throws away 35 unwanted textiles each year. The report estimates that 711, 000 tonnes of textiles end up in black bins and general waste skips. This is equivalent to almost 30,000 shipping container fulls of discarded fashions and home textiles every year.
Wrap warns, however, that prices of textiles donated in a responsible manner have fallen due to the oversaturation of the market by low-quality, fast fashion. This has resulted in fewer incomes for reuse and recycling.
Wrap says that a more thoughtful design could help to manage the impact of this consumption. Up to 80% of the clothing’s impact is determined during the design phase. Wrap is a proponent of circular design which uses recycled or sustainable material and creates durability, for example by using stronger stitching at seams.
John Lewis products have a higher percentage of recycled material in line with their philosophy. The jumper is made from cashmere certified by the Sustainable Fibre Alliance. It says that the £8.50 sleepsuit was designed to be passed down, as it has been tested to meet higher durability standards.
Kathleen Mitchell, commercial director of the store, said that it was looking for ways to “combine sustainability and style” for its clients. She said, “We know that they want products that are durable and look good. These designs provide that.”
The circular design of clothing also makes it easier to recycle after the owner is finished. It is important to limit the number of fabric types used. For example, the elastic waistband in the pyjamas has been replaced by a simple fabric ties.
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