STOCKHOLM, Sept. 6, 2022 /PRNewswire/ -- The most
sustainable clothes are the ones you already have, but on average
clothes are worn only ten times and thrown away long before they
need to be [1]. That is why Swedish home
appliance brand Electrolux wants to inspire consumers to break the
pattern and take better care of their clothes. To demonstrate that
used clothes still have value, Electrolux collaborated with Swedish
fashion designer duo, Rave Review, to create a unique collection
made from discarded clothing from the world's second largest
garment graveyard - The Atacama Desert.
Globally, approximately 73% of all textile waste ends up in
landfill or is incinerated [2]. The Atacama Desert in
Chile, home of the second biggest
garment graveyard worldwide – has lately turned into a symbol of
the acceleration of fast fashion and the rise of textile waste.
According to the UNECE [3], 21 billion tons of clothes end up
in landfill every year. In the Atacama Desert alone, approximately
39,000 tonnes of clothes are discarded every year.
"Besides the challenges with fast fashion, it's clear that we
need to change the way we use and take care of our clothes. We know
from research that extending the life of our clothes by just nine
months can reduce the carbon impact, the water impact, and the
waste produced by 20-30 percent. There are different ways to do
this: repair or upcycle old clothes, and air, steam, or wash
clothes in a way that is more sustainable," said Vanessa Butani, VP Group Sustainability at
Electrolux.
That is why Electrolux has teamed up with designer duo Rave
Review, known for their colorful, upcycled and high-end
collections, with a mission: Giving new life to discarded clothes
retrieved from the Atacama garment graveyard. The result is the
world's first Atacama upcycled fashion collection. The ambition is
to put the spotlight on the growing problem of fashion waste and
showcase an inspiring example that can spark a change in consumer
behavior.
"We have always believed that in the future fashion cannot exist
as it does today. I think we all must change in one way or another.
When it comes to fashion, taking care of what we already have is
probably the most tangible and easy way to do it," said Livia
Schück, co-Founder and Creative Director at Rave Review.
Goal: Make clothes last twice as long with half the
environmental impact by 2030
By modernizing care technology for all fabrics and inspiring better
care habits, our aim is to halve the environmental impact of caring
for clothes and prolong the average life of garments.
"Electrolux has a long-term strategy in place with the goal of
reducing our climate impact significantly. As experts in clothing
care, we are already developing advanced laundry technologies that
make the clothes we wear last longer – and reduce both the water
and energy used. But we as a company cannot provide the only
solution: we hope we can inspire and educate consumers on how they
can make the clothes they already have last longer, we want to do
all we can to help drive this change," said Elisa Stabon, Care
Experience Development Director at Electrolux.
Research shows that there is an urgent need to help people
understand how best to care for their clothes and encourage as many
people as possible to adopt more sustainable laundry practices: to
wash less, steam more, wash full loads and at lower
temperatures.
"If everyone made a small change, to break their pattern, each
and every one of us could reduce our environmental impact from
textiles. By lowering wash temperatures and switching to liquid
detergent from powder could mean saving the equivalent of 50 kg of
CO2 per appliance per year. It could create a huge
impact when scaled up to millions of consumers following the same
example," Vanessa Butani ends.
For more information, please visit:
electrolux.com/breakthepattern
Note to editor/Additional information for the fashion
vertical:
We have created a limited collection where every item is unique
and made from discarded clothes salvaged from the Atacama Desert,
to spark a conversation around the fact that we need to take better
care of the clothes we already own. The collection will not be
sold, our purpose was never to start a clothing brand, we wanted to
create something together with Rave Review that could inspire
people to look at the clothes in their wardrobe with new eyes and
think about how to best take care of them.
"In this design, we wanted to reinforce the feeling of
imperfections. That way, character is created in the fabric, which
makes it much more fun and interesting to work with compared to new
and flat fabric," said Josephine
Bergqvist, co-founder and creative director at Rave
Review.
About Rave Review:
The Swedish designer duo Rave Review is known for their upcycled
collections and their innovative ways of transforming home textiles
into desirable garments. One year after graduating from Beckmans
College of Design, Josephine
Bergqvist and Livia Schück started the brand in 2017, with a
strong belief that the industry needs to become more
sustainable.
Rave Review has become a trademark for upcycled collections and
a hot name in the international fashion industry. They have been
featured in Vogue, GucciFest, won awards and their collections have
been worn by Kylie Jenner and
Emma Watson.
Note to editor/Additional information for the general
news/sustainability vertical:
In Europe, 70% of the clothes
we throw away are because of irreversible damage such as color
fading, stubborn stains or shrinking [4].
- 29% of people now regularly wash their clothes at 30 degrees or
less.
- Only 14% say that they want to lower temperatures more
often.
- 69% of Europeans are mainly washing their clothes at 40 degrees
or more, with 12% washing regularly at 60 degrees.
Find the Electrolux reports here:
The truth about laundry, Better Living Report, Care Label
Project
[1] Electrolux. The Truth About Laundry.
Stockholm: Electrolux, 2021.
[https://admin.betterlivingprogram.com/wp-content/uploads/2021/02/Electrolux_TheTruthAboutLaundry_WhitePaper-1.pdf]
(Accessed 2022-07-08) Electrolux. The Truth About
Laundry. Stockholm : Electrolux, 2021.
[https://admin.betterlivingprogram.com/wp-content/uploads/2021/02/Electrolux_TheTruthAboutLaundry_WhitePaper-1.pdf]
(Accessed 2022-07-08)
[2] Ellen MacArthur Foundation. A new textiles economy:
Redesigning fashion's future 2017. Isle Of Wight: Ellen
MacArthur Foundation,
[https://ellenmacarthurfoundation.org/a-new-textiles-economy]
(Accessed 2022-07-08).
[3] United Nations Economic Commission for Europe. Fashion and the SDGs:what role for
the UN? Geneva: UNECE,
2019.
[https://unece.org/DAM/RCM_Website/RFSD_2018_Side_event_sustainable_fashion.pdf]
(Accessed 2022-07-08).
[4] AEG. Care Label Project Lookbook 2017. Stockholm: Electrolux Group 2017.
[https://www.aeg.se/siteassets/common-assets/04.-care/inspiration/clp/care_label_project_lookbook.pdf]
(Accessed 2022-07-08)AEG. Care Label Project Lookbook 2017.
Stockholm: Electrolux Group 2017.
[https://www.aeg.se/siteassets/common-assets/04.-care/inspiration/clp/care_label_project_lookbook.pdf]
(Accessed 2022-07-08)
CONTACT:
For further information, please contact Electrolux Press
Hotline, +46 8 657 65 07.
This information was brought to you by Cision
http://news.cision.com
https://news.cision.com/electrolux/r/electrolux-and-designer-duo-rave-review-inspire-people-to-keep-their-clothes-longer,c3625868
The following files are available for download:
https://mb.cision.com/Main/1853/3625868/1623749.pdf
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