John Lewis clothing range aims to ‘minimise waste and maximise longevity’

john lewis clothing range aims to ‘minimise waste and maximise longevity’

A pile of used clothes in Chile. Each Briton throws away an average of 35 items a year. Photograph: Martin Bernetti/AFP/Getty Images

Fabric that shrinks or bobbles is a pet peeve of Britons who want to buy long-lasting clothes, with the low quality of high street fashion contributing to the 30,000 shipping containers of clothing and homewares dumped by consumers every year.

With retailers tasked with finding ways to reduce the environmental impact of the clothing they sell, the first wave of products in a new range especially designed to “minimise waste and maximise longevity” has gone on sale at John Lewis.

The 20-strong “circular” collection is “just the beginning” of an overhaul that by 2028 will reach thousands of products, the department store chain says. Described as products that will “stand the test of time”, the initial range includes pyjamas, babywear, knitwear, mattresses, duvets and pillows.

Textiles and fashion are responsible for up to 10% of global carbon emissions, and despite growing awareness, the UK consumes more clothes per head than any other country in Europe. Almost half (45%) of UK citizens buy clothing at least once a month, while one in four (23%) still regularly buy clothing with the intention of using it for a short amount of time.

The result of this is that, on average, each person in the UK throws 35 items of unwanted textiles straight into general waste every year, according to anti-waste charity Wrap’s 2024 textiles market situation report. It estimates that 711,000 tonnes of textiles are put into black bins or general waste skips at recycling centres, a volume that equates to almost 30,000 shipping containers full of cast-off fashion and home textiles items a year.

At the same time, Wrap warns that the textiles that do get donated responsibly have plummeted in price due to the saturation of the market with low-quality fast fashion, resulting in less income for the reuse and recycling sectors.

More thoughtful design can help manage the fallout from this consumption, with up to 80% of a piece of clothing’s impact determined at the design phase, says Wrap. It is championing circular design, which involves using recycled or sustainable materials and creating durability by, for example, using stronger stitching for seams.

In keeping with this philosophy, products in the John Lewis range have an increased amount of recycled content. The jumper, albeit with a hefty £135 price tag, is made with Sustainable Fibre Alliance (SFA) certified cashmere. The £8.50 sleepsuit is, it says, made to be passed on, after being tested to higher durability standards.

Kathleen Mitchell, the store’s commercial director, said it was looking at ways to “combine style and sustainability” for its customers. “We know they want products that look good and that last, and that’s exactly what these designs offer,” she said.

Circular design also factors in how clothing can be more easily recycled when the owner has finished with it. This means restricting the number of fabrics used. In the pyjamas, for example, an elastic waistband has been replaced with a simple fabric tie.

OTHER NEWS

17 minutes ago

Pelosi on debate: ‘It was a bad night. It was a great presidency.’

17 minutes ago

Donald Trump's Chances of Beating Joe Biden in New Jersey: Polls

17 minutes ago

Is Trey Lance the Cowboys' Version of Jordan Love?

17 minutes ago

Favorites stage 2 Tour de France 2024 | San Luca, a name the peloton will remember!

17 minutes ago

Glastonbury fans all say same thing after Shania Twain's performance

17 minutes ago

The Imaginary review – beguiling fantasy from Japan’s Studio Ponoc

17 minutes ago

Winnipeg Jets set process in motion for Nate Schmidt buyout

17 minutes ago

Soccer-Dithering Southgate needs to trust his bench

20 minutes ago

Several US military bases in Europe put on heightened state of alert, US officials say

23 minutes ago

Diplo accused of distributing revenge porn

23 minutes ago

Kanye West’s wife accused of sending adult videos to an employee ‘that were accessible to minors’

23 minutes ago

Oilers place goaltender Jack Campbell on unconditional waivers for purpose of buyout

23 minutes ago

Prince Harry under fire after controversial award nomination

23 minutes ago

Chaos and stress-free Emma Raducanu: I am ready for an amazing summer

23 minutes ago

Sharks Draft Slew Of WHL Prospects; Roberts & Wetsch Grew Up Playing With Macklin Celebrini

23 minutes ago

Should the Edmonton Oilers Trade Draisaitl if Extension Talks Fall Flat?

23 minutes ago

Roy Keane's crude four-word remark live on ITV leaves Gary Neville stunned

23 minutes ago

Three suicide attacks in Nigeria kill at least 18 people

27 minutes ago

ESPN analytics low on big Bears improvements, playoff chances. Inside the numbers

27 minutes ago

How will Louisiana's new Ten Commandments classroom requirement be funded and enforced?

27 minutes ago

Urgent recall of blood pressure meds that may cause cardiac arrest

27 minutes ago

Lando Norris Loses Respect for Max Verstappen After Austrian GP

27 minutes ago

Browns Veteran WR Needs Strong Training Camp Performance

27 minutes ago

Cycling-Pogacar claims Tour lead while Vingegaard shows great form

27 minutes ago

Roy Keane gives his verdict on England after dramatic Euro 2024 win against Slovakia

27 minutes ago

Should Commanders 'Bench' Jayden, Start Marcus Mariota?

27 minutes ago

Cycling-Two key Vingegaard team mates hit the deck on Tour stage two

27 minutes ago

British teacher, 30, jailed abroad reveals 'inhumane' living standards

27 minutes ago

Kanye West Sued By Former Employees He Allegedly Called “New Slaves”

27 minutes ago

Ex-England players Gary Neville and Ian Wright go CRAZY after watching Jude Bellingham's stunning strike against Slovakia as former right back screams: 'WE'RE NOT GOING HOME'

27 minutes ago

RIP: Ex-Orlando Pirates 12 goals and 12 assist striker dies-reports

27 minutes ago

2024 Copa América, Matchday 11: Match thread and discussion

27 minutes ago

Stanley Cup champ has explicit message for LIV Golf star Brooks Koepka at victory parade

27 minutes ago

French inspection team says abandoned Wilkes Station poses 'clear risk' to Antarctic environment

27 minutes ago

Australian-first Treaty negotiations with Aboriginal Victorians are now 'live'. Jidah Clark says it's been decades in the making

27 minutes ago

Why an Australian tennis odd couple share their coach

27 minutes ago

Russian missile attack on Ukrainian town kills seven, officials say

27 minutes ago

Classifications Tour de France 2024: Pogacar in yellow, Vingegaard and Evenepoel gain time, Thomas loses big

27 minutes ago

Why Lethal doesn't want Origin in AFL

27 minutes ago

Video: Andy Murray reveals he is eager to 'feel the buzz' of Centre Court again as two-time winner faces anxious wait to see if he will be able to take part in Wimbledon singles one last time