Earlier this month, the Australian Fashion Council, in collaboration with various organizations and government agencies, announced the final stage of its initiative to reduce the 200,000 tonnes of clothing waste that ends up in Australian landfills each year. The Seamless scheme is aimed at fashion businesses and involves a four-cent levy on each garment produced, with the funds being used for sustainability research and textile recycling infrastructure. While voluntary at the moment, there is a possibility of regulation in the future. The scheme encourages fashion businesses to embrace circularity and take responsibility for the entire lifecycle of a garment by offering rental, resale, and repair options for consumers.
In this article, we explore four global fashion brands that have successfully integrated repair into their business models. We examine how these brands have tackled challenges such as monetization and garment collection.
Patagonia, known for its commitment to sustainability, has had its Worn Wear program since the 1970s. This program includes personal repair and care tools, resale and repair services, and an upcycled line of vests and bags. Customers can send back eligible items and receive a voucher for up to 50% of the resale price. The repaired garments are then sold at a reduced price. Patagonia has 72 repair centers worldwide where items are repaired free of charge or for a small fee. The largest repair center is in Reno, Nevada, employing over 115 full-time repair technicians.
Nudie Jeans, a Swedish label, has integrated repair into its stores. Over the years, the label’s in-store repair program grew in popularity through word-of-mouth. Nudie Jeans offers repair services and a reuse take-back program, where customers receive a discount on a new pair of jeans in exchange for their old ones. The reclaimed jeans are resold, used for patches in repairs, or saved for recycling projects. In 2022, Nudie repaired over 65,000 pairs of jeans and resold nearly 4,000 pairs.
Kathmandu, a New Zealand outdoor clothing brand, launched the Kathman-REDU program this year. The program focuses on cleaning, repairing, and refurbishing faulty or unsellable items to make them sellable again. Customers can donate their used or faulty Kathmandu items, which will then be repaired and resold. The brand also has a drop-off used clothing scheme in partnership with recycler Upparel. A portion of the appropriate items will be repaired and returned to retail.
Asket, a Swedish brand, opened a bricks-and-mortar store in Stockholm dedicated to selling reconditioned secondhand garments. Prior to opening the store, Asket ran a year-long takeback and repair program to test the concept. The response was positive, leading to the establishment of a permanent store. Customers can send their pre-loved Asket garments by mail and receive a voucher in return. The garments are then repaired by a partner factory and resold. Asket is currently exploring solutions for garments that cannot be restored, such as partnering with local remake organizations or finding recycling options.
These brands are examples of the fashion industry’s efforts to promote sustainability and circularity through repair and resale initiatives. By embracing repair as part of their business models, they are reducing waste and encouraging consumers to take a more responsible approach to clothing consumption.
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