Clevercare
When creating collections, we're always balancing quality, comfort and responsible design to bring you clothing that lasts. In the manufacturing process, we're conscious of our environmental impact and know that the life cycle of our garment doesn't end when it leaves us. Laundry alone accounts for around 30% of the carbon footprint of clothing. So that's where you come in. Caring for your clothes in the right way will keep them looking their best — so you'll look and feel your best — and with some simple changes to your laundry habits, you can save energy and water, reducing your impact on the environment.
On every care label, you'll find the Clevercare symbol, the logo for sustainable textile care from GINETEX (the international association for textile care labelling). Through the Clevercare program, GINETEX recommends easy ways to extend the lifespan of your clothing whilst caring for the planet. If you'd like more info, you can head over to clevercare.info.
To get you started in making a change to your care routine, we've listed five simple tips for you:
WASH LESS
Studies show that we over-wash our clothes, so the first step is to ask yourself if your garment really needs washing. Stains can be removed by spot cleaning, clothes can be freshened up by airing or hanging in a steamy bathroom, or a simple handwash can sometimes do the trick. Choosing to wash less frequently will save water and energy. When it is time to load your machine, make sure it's a full load, avoid getting overenthusiastic with the detergent and choose an eco mode, if possible.
REDUCE TEMPERATURE
Always check the care instructions on how to wash and dry your garment. The care label indicates the maximum washing temperature, yet modern washing machines and detergents can clean your clothes at much lower temperatures. Dropping from 60 to 30 degrees or from warm to cold will save energy and resources.
DRY NATURALLY
Air-dry clothes whenever possible; it's better for the environment, as well as your clothes. To minimise creasing, remove clothes from the washing machine as soon as the cycle has finished – this way, you'll also have to do less ironing.
REPAIR
Think about your clothes as an investment. Care for them and you'll keep them looking their best for as long as possible, which means you'll get to wear your favourite items longer and more often, which in turn is better for the environment. With wear comes repair – there's no need to throw away clothes when they show signs of ageing. Try to repair or reuse them instead. If you need advice on mending your clothes, our in-store teams are more than happy to help you.
RECYCLE AND UPCYCLE
We hope you'll be wearing your favourite item for years to come, but if you do fall out of love with it, then chances are it'll make someone else happy. So swap it, upcycle, sell it or gift it – and extend the life cycle of your item. When it's no longer wearable, dispose of it properly at a textile or clothing bank, so it can be recycled.