The power of consumers

The idea is not a new…

However, a new cradle-to-grave life-cycle-analysis, focusing on a wool garment worn in Western Europe, just confirmed and put figures on this assumption. 

Results emphasized the importance of increasing wear life, even more than optimizing (and minimizing) care practices.

Multiplying by 4 the garment lifespan would have the largest potential, “decreasing impacts by 60% to 68% depending on the impact category“.

So, is the ball’s in the consumers’court?

Yes but, the fashion industry should help concludes the study, through efficient garment design, as well as proactive marketing and awareness.