Love Your Clothes (opens in a new window) was launched by WRAP (Waste Resources Action Programme) in 2014 to address the issue and help inspire and influence consumers to make small conscious changes to reduce the impact of clothes on the environment. It works closely with clothing retailers, brands, suppliers, local authorities, recyclers, charities, trade bodies, academics and public sector bodies, to help reduce carbon, water and waste impacts linked to clothing.
The reason being is that every year an estimated 336,000 tonnes of used clothing gets thrown in the bin in the UK. Currently, over 5% of the UK’s total annual carbon and water footprints result from clothing consumption. But if clothes stayed in active use for nine months longer (extending their average life to around three years), this would reduce their carbon, water and waste footprints by 20-30%. Extending the average life of clothes by just three months of active use would lead to a 5-10% reduction.
The campaign aims to improve the sustainability of clothing across its life-cycle and influencing consumer behaviour is a major part of that. Why? Because the most significant opportunity for reducing the environmental impact of clothing lies in increasing the active life of the clothes worn.