Global – Care Label Project is a new initiative that encourages consumers to prolong the lifespan of their clothes.
The project has been designed to prolong the life of clothes and reduce the impact that washing has on the environment.
AEG has teamed up with 14 emerging designers from across Europe and the project’s own fashion line – the Care Label Collection – carries advice to help owners make their items last longer. Consumers are given pointers such as that clothes labelled ‘dry clean only’ can often be washed at home on a gentle washing cycle and that some items can be washed at lower temperatures. The designers also chose to add the new care label ‘don’t overwash’ to their current collections.
‘If you buy good-quality denim jeans, you could wear them for maybe 10 or 20 years. If you know how to look after, wash and care for them, they could live with you for ever,’ says Han Ates, a collaborating designer in the Care Label Project.
This initiative from AEG and Not Just a Label aims to shift consumer attitudes towards clothes care in order to help mitigate the long-term environmental impact of their businesses. For more, see our macrotrend The Immortal Brand.