Fashion stars call on Scots to ‘Love Your Clothes’

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Director of Edinburgh International Fashion Festival Anna Freemantle and top Scottish designer Niki Taylor launch new campaign to stop millions of pounds worth of clothes going to landfill

A new campaign to encourage Scots to value clothes more and waste less was launched last week by top fashion industry figures. The Love Your Clothes campaign aims to help reduce the impact that clothes have on the environment through a call to buy clothes to last, look after them, upcycle old items and recycle or pass on what you no longer want to keep.

Former supermodel and head of Edinburgh International Fashion Festival Anna Freemantle joined Scottish designer Niki Taylor, whose Olanic label has been worn by everyone from Alexa Chung to Florence and the Machine, at the UK’s second largest textile recycling plant in Denny to show some fashion students a thing or two about upcycling old clothes.

L-R: Emma McDowall (fashion student Gray’s College ,Aberdeen), Lucy Morrant (fashion student, Gray’s College Aberdeen), Anna McKinnon (stylist), Niki Taylor (fashion designer), Anna Freemantle (model/director of Edinburgh International Fashion Festival), Alison Ratcliffe (fashion student, Glasgow Kelvin College)

L-R: Emma McDowall (fashion student Gray’s College ,Aberdeen), Lucy Morrant (fashion student, Gray’s College Aberdeen), Anna McKinnon (stylist), Niki Taylor (fashion designer), Anna Freemantle (model/director of Edinburgh International Fashion Festival), Alison Ratcliffe (fashion student, Glasgow Kelvin College)

As a nation we have a staggering £30 billion worth of clothes and we bin clothing which is still worth £140 million. The Love Your Clothes campaign aims to show that there’s plenty you can do to access those wardrobe billions for yourself and share your tips with others.

Research carried out to inform the campaign showed some interesting insights into people’s attitudes to clothes that suggest the old adage that women are better at clothes shopping than men might not be true:

  • More than half of men decide what they need before going clothes shopping and stick to the plan, compared with just 35% of women, and 80% only buy what they need compared to 35% of women.
  • However women appear to be cottoning on to the value of unwanted clothes. The survey reveals almost double the number of women sold their unwanted clothes on sites like eBay compared to men.
  • A higher number of women than men were also willing to repair or refresh their old clothes, donate to charity shops or swap with friends, instead of putting them in the bin.

The creation of a Love Your Clothes online community via the new website www.loveyourclothes.org.uk will encourage more accomplished stitchers to advise needle novices, everyday style queens to share hints and style tips on how they’ve made the most of their clothes and seasoned eBayers to share their successes with first-time sellers.

The website has advice on choosing clothing designed to last longer, buying pre-owned clothes, using laundry methods that use less energy and keep your clothes looking good longer, repairing and altering your clothes, and donating, swapping or selling on unwanted garments. The site also explains how clothes that are too damaged or worn for re-use can still be donated for textile recycling rather than ending up in the bin.

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