Because it should be New Again
“No man ever stood the lower in my estimation for having a patch in his clothes; yet I am sure that there is greater anxiety, commonly, to have fashionable, or at least clean and unpatched clothes, than to have a sound conscience.”
-Henry David Thoreau
Why “New Again”?
We want to make the clothesline and some time-tested ways of doing laundry new again. We want to make natural dyes and some traditional fabrics and fashions new again. We want to start a trend of patching clothes and upcycling that will make our wardrobes new again.
We buy too many clothes, too cheaply made by an underpaid labor force, transport them around the world, spend inordinate amounts of energy washing and drying them, throw them away too soon, and have forgotten how to properly care for them.
The clothing sector’s contribution to climate change is dominated by the requirement for burning fossil fuel to create electricity for heating water and air in laundering.
In order to promote the best environmental and social performance of the supply of clothing and textiles, an “ideal” consumer would:
• Buy second-hand clothing and textiles where possible
• Buy fewer but longer lasting garments and textile products
• When buying new products, choose those made with least energy and least toxic emissions
• Only buy products made by workers paid a credible living wage with reasonable employment rights and conditions
• Lease clothes that would otherwise not be worn to the end of their natural life
• Wash clothes less often, at lower temperatures and use eco-cleaning agents; hang-dry them; and avoid ironing when possible
• Increase awareness of full life-cycle costs to empower a change in consumption patterns
Immediate Campaign Objectives
• Make fixing your clothes and wearing wrinkled clothing trendy;
• Get industrial and commercial establishments to cold water wash, using an ozone injection system;
• Get residential customers to buy cleaning agents and/or technologies that reduce waste, transportation, and expense of washing clothes;
• Change clothing labels to promote cold water washing, hang-drying, less ironing and best environmental practices.