Fabric that shrinks or bobbles is a common complaint among shoppers who are looking for durable clothing. The quality of fast fashion contributes to the massive amount of clothing and homewares discarded by consumers each year. Retailers are now under pressure to reduce the environmental impact of the products they sell. John Lewis has introduced a new range of products that are designed to minimize waste and last longer, starting with a 20-piece “circular” collection. This is just the beginning of a larger effort to overhaul thousands of products by 2028.
The new range includes a variety of items such as pyjamas, babywear, knitwear, mattresses, duvets, and pillows. These products are designed to stand the test of time and promote longevity. Textiles and fashion contribute significantly to global carbon emissions, with the UK being one of the leading consumers of clothing in Europe. The average person in the UK discards 35 items of unwanted textiles each year, leading to a significant amount of waste.
To address this issue, John Lewis is increasing the amount of recycled content in their products. For example, the cashmere jumper is made with Sustainable Fibre Alliance (SFA) certified cashmere, and the sleepsuit is designed to be passed on to others. The store’s commercial director, Kathleen Mitchell, emphasized the importance of combining style and sustainability to meet customer demands for long-lasting and fashionable products.
Circular design principles are being implemented to ensure that clothing can be easily recycled once it is no longer needed. This includes using a limited number of fabrics and simplifying design elements, such as replacing elastic waistbands with fabric ties. By focusing on thoughtful design and quality materials, retailers like John Lewis are aiming to reduce waste and promote a more sustainable approach to fashion consumption.