30 / 08 / 2023
The Eco Weirdos: How Fashion Lifecycles Impact Our Planet and How To Extend Them
The lifecycle of a product is simply the length of time that covers the stages that a product goes through during its lifetime, beginning with its development and ending in its decline or end-of-use. And, due to the complexities of producing clothing, fashion has a longer and more complicated lifecycle than most – involving fibre and yarn production, design, assembly, transportation and beyond.
As the demand for fashion surges, product lifecycles are becoming shorter and shorter. The trajectory from trend prediction to product availability is faster than ever – with fast fashion brands achieving super-speed turnarounds on collections, made in locations with poor workers’ rights and from low-quality synthetic materials.
Our sustainable vision is guided by and accountable to our bold values – making every action count. We stand up and speak up for Mother Earth, animals and in solidarity with all humans. As well as protecting our fellow creatures and pioneering material innovations, we design with sustainability in mind – so we can extend the lifecycle of our products – and place a huge emphasis on transparency and social responsibility to all the workers in our supply chain.
The lifecycle of a product is simply the length of time that covers the stages that a product goes through during its lifetime, beginning with its development and ending in its decline or end-of-use. And, due to the complexities of producing clothing, fashion has a longer and more complicated lifecycle than most – involving fibre and yarn production, design, assembly, transportation and beyond.
As the demand for fashion surges, product lifecycles are becoming shorter and shorter. The trajectory from trend prediction to product availability is faster than ever – with fast fashion brands achieving super-speed turnarounds on collections, made in locations with poor workers’ rights and from low-quality synthetic materials. Our sustainable vision is guided by and accountable to our bold values – making every action count. We stand up and speak up for Mother Earth, animals and in solidarity with all humans. As well as protecting our fellow creatures and pioneering material innovations, we design with sustainability in mind – so we can extend the lifecycle of our products – and place a huge emphasis on transparency and social responsibility to all the workers in our supply chain.
How to Extend the Lifecycle of Your Products:
1. Re-wear Your Wardrobe
We are embracing circular business models that will transform how clothes are sourced, produced, sold, shared, repaired and reused. Our aim is to design long-lasting products that have an extended use to reduce environmental impact. Made with quality input – and as much quality recycled input as possible – we create pieces that are made to be worn and cherished forever.
How to Extend the Lifecycle of Your Products:
1. Re-wear Your Wardrobe
We are embracing circular business models that will transform how clothes are
sourced, produced, sold, shared, repaired and reused. Our aim is to design long-lasting products that have an extended use to reduce environmental impact. Made with quality input – and as much quality recycled input as possible – we create pieces that are made to be worn and cherished forever.
2. Clevercare Initiative
Washing: Washing clothes regularly uses an incredible amount of water and, more often than not,airing or brushing your pieces are enough to keep them clean. Temperature: Wash your clothes at a lower temperature such as at 30°C to reduce electricity consumption by approximately 40%. Drying: Tumble drying accounts for around 60% of the energy used during laundering. Hanging your clothes up to dry wherever possible is much better for the environment and for your clothes. Ironing: Consider ironing only when absolutely necessary. Often, you can avoid creases and folds on your garments by taking air-dried laundry with you into the bathroom while showering. Dry cleaning: Look for an eco or green dry cleaner. The chemicals used by most dry cleaners can harm air quality, the health of employees and your own wellbeing.
2. Clevercare Initiative
Washing: Washing clothes regularly uses an incredible amount of water and, more often than not,airing or brushing your pieces are enough to keep them clean.
Temperature: Wash your clothes at a lower temperature such as at 30°C to reduce electricity consumption by approximately 40%. Drying: Tumble drying accounts for around 60% of the energy used during laundering. Hanging your clothes up to dry wherever possible is much better for the environment and for your clothes. Ironing: Consider ironing only when absolutely necessary. Often, you can avoid creases and folds on your garments by taking air-dried laundry with you into the bathroom while showering. Dry cleaning: Look for an eco or green dry cleaner. The chemicals used by most dry cleaners can harm air quality, the health of employees and your own wellbeing.
3. Donate and Resell Your Pieces
If you are finished with your clothing or accessories and they are in good condition, you could donate them to a charity shop that supports a cause close to your heart, allowing somebody else to restart their lifecycle.
4. Recycle
Despite our best efforts, we must sometimes get rid of pieces in our wardrobe because they no longer fit or are no longer fit for purpose. In our Stella vision, all materials will be created using regenerative systems designed to restore our planet or use close-the-loop circular materials. It is our hope that all materials can one day either biodegrade harmlessly or be captured and recycled infinitely.
3. Donate and Resell Your Pieces
If you are finished with your clothing or accessories and they are in good condition, you could donate them to a charity shop that supports
a cause close to your heart, allowing somebody else to restart their lifecycle.
4. Recycle
Despite our best efforts, we must sometimes get rid of pieces in our wardrobe because they no longer fit or are no longer fit for purpose. In our Stella vision, all materials will be created using regenerative systems designed to restore our planet or use close-the-loop circular materials. It is our hope that all materials can one day either biodegrade harmlessly or be captured and recycled infinitely.
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