{"id":128,"date":"2019-10-18T08:15:15","date_gmt":"2019-10-18T08:15:15","guid":{"rendered":"https:\/\/atbs.bk-ninja.com\/suga\/?p=128"},"modified":"2023-07-29T07:36:43","modified_gmt":"2023-07-29T07:36:43","slug":"the-next-big-thing-in-fashion-not-washing-your-clothes","status":"publish","type":"post","link":"https:\/\/themeproducers.com\/suga\/blog\/the-next-big-thing-in-fashion-not-washing-your-clothes\/","title":{"rendered":"The Next Big Thing in Fashion? Not Washing Your Clothes."},"content":{"rendered":"

I have a confession to make: I\u2019ve been wearing the same black T-shirt every single day for two weeks now and I haven\u2019t washed it yet. Anybody who knows me will realize this is very out of character. I\u2019m a laundry addict. I get inordinate pleasure out of transforming my toddler\u2019s mud- and applesauce-covered clothes into freshly laundered, neatly folded piles.<\/p>\n

And yet, I may hold off on washing this T-shirt for another few weeks. It miraculously looks (and smells!) like it was just cleaned. This $65 T-shirt<\/a>\u00a0is made by a startup called\u00a0Unbound Merino<\/a>, founded in 2016, that creates wool travel clothes that can go weeks without being washed.<\/p>\n

\"\"<\/p>\n

While the brands I have featured in this story have made less frequent laundering a core part of their design and marketing , there\u2019s a growing awareness among consumers over the last few years that we may be over-washing most of the clothes in our wardrobe. In 2017, the nonprofit Fashion Revolution, which promotes sustainability and social justice in the fashion industry, launched a\u00a0major campaign<\/a>\u00a0called the Care Label Project to educate consumers about the environmental impact of over-washing their clothes. The organization partnered with the washing machine manufacture AEG to help 14 designers incorporate labels that said \u201cDon\u2019t Overwash\u201d into 18,200 styles of clothes.<\/p>\n

The point of the project was to make the case that the current system of care labels on clothes are antiquated. The symbols we find on our clothing tags were first invented half a century ago, and often they aren\u2019t very carefully thought through. One designer who contributed to the project, Doriane van Overeem, believes that many fashion brands just don\u2019t want to go through the hassle of educating the customer on the most eco-friendly way to clean garments themselves. This is why they ask the customer to dry clean them, a process that is not very sustainable but frees the brand of any responsibility should a garment get ruined.<\/p>\n

This new generation of wash-less brands are contributing to the broader effort of helping consumers better understand the environmental impact of caring for their garments. In the end, as Bishop says, it takes time to change someone\u2019s behavior and psychological outlook, especially after years of being told that they\u2019re unclean if they aren\u2019t wearing freshly laundered clothes. All three of these brands believe that the best way to get the message across is for the customer to have a good experience with their clothes. \u201cOnce the clothes are in customer\u2019s hands, you\u2019ve already won half the battle,\u201d says Bishop. \u201cThey\u2019ll suddenly realize they haven\u2019t washed their clothes in a couple of weeks and it still feels fresh.\u201d<\/p>\n

I\u2019m now on week three of wearing the black T-shirt. It\u2019s so versatile, I\u2019ve worn it with shorts, skirts, and jeans. It kept me cool through several sweltering days when I took my kid to a theme park. And as promised, it still looks crisp and smells fresh. (Believe me, I\u2019ve sniffed it a lot.) It might just be enough to convert a laundry junkie like me to back off from my beloved washing machine.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

I have a confession to make: I\u2019ve been wearing the same black T-shirt every single day for two weeks now and I haven\u2019t washed it yet. Anybody who knows me will realize this is very out of character. I\u2019m a laundry addict. I get inordinate pleasure out of transforming my toddler\u2019s mud- and applesauce-covered clothes into freshly laundered, neatly folded piles. And yet, I may hold off on washing this T-shirt for another few weeks. It miraculously looks (and smells!) like it was just cleaned. This $65 T-shirt\u00a0is made by a startup called\u00a0Unbound Merino, founded in 2016, that creates wool […]<\/p>\n","protected":false},"author":1,"featured_media":759,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[8],"tags":[11,13,33],"_links":{"self":[{"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/posts\/128"}],"collection":[{"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/comments?post=128"}],"version-history":[{"count":1,"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/posts\/128\/revisions"}],"predecessor-version":[{"id":1006,"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/posts\/128\/revisions\/1006"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/media\/759"}],"wp:attachment":[{"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/media?parent=128"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/categories?post=128"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/themeproducers.com\/suga\/wp-json\/wp\/v2\/tags?post=128"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}