Would you treat a t-shirt from Kappahl with the same care and attention as a Burberry one? Most likely, you wouldn’t. We attach different values to clothing, and this discrepancy fuels overconsumption—leading us to wear out, discard, and replace garments far more frequently than necessary. It’s time to reconsider our approach to garment care and start treating every item in our wardrobes with the same level of respect and consideration.
The belief that certain garments are inherently more valuable simply because of their higher price tag has fostered deep-rooted hierarchies in how we maintain our clothes. High-end items often receive more thorough care, while those from larger retailers are viewed as disposable and interchangeable. The reality, however, is that clothing from larger retailers can be just as durable as luxury pieces – given that we care for them properly. This was confirmed in a study by TV2 and Swerea IVF, which tested the longevity of both expensive and affordable children’s clothing after 20 washes. Garments from brands like Ralph Lauren and Burberry were compared with those from H&M and Cubus. The results showed no significant difference in quality after multiple washes, when comparing factors such as color retention, size, and fabric condition.
Given the growing sustainability concerns in fashion, a collective rethinking of our approach has become essential. Clothing should be viewed as lasting resources, not just symbols of status. A garment we cherish should be seen as a long-term companion – worthy of care, regardless of its price.And good garment care doesn’t require complex routines – it can be achieved through simple practices such as washing at lower temperatures and using eco-friendly laundry products. Small repairs, such as sewing on a button or patching up a tear, can also prolong the life of a garment and strengthen our connection to it. Instead of habitually reaching for the washing machine, consider airing out your clothes. Instead of discarding that stained shirt, try to remove the stain or find a creative way to restore it.
As key players in fashion and sustainability, it is our responsibility to drive this cultural shift. The fashion industry, media, and influencers all have a crucial role to play in promoting sustainable garment care by providing tools and resources for repair and maintenance. By educating consumers about sustainable washing practices and easy repair techniques, we can help combat the pervasive throwaway culture.
Ultimately, the issue isn’t about expecting consumers to completely stop buying new clothes–that would be an overly idealistic approach. Instead, the focus should be on fostering a sense of responsibility and mindfulness towards the garments we already own. Because often, it’s that very t-shirt from Kappahl–the one that holds the most memories and the one we wear the most—that deserves the most care. So, before you get rid of it, remember that sustainability starts right there: with the garments you already own, and the life you give them.
