How to make clothes last longer
Tom Cridland founded his eponymous brand in 2014 with his girlfriend Deborah Marx after graduating from Bristol University. With a £6,000 government start-up loan, they created their first collection offering truly durable clothing at an affordable price point.
After watching the documentary, The True Cost by Andrew Morgan, fighting the prevalent fast fashion ethos became their focus.
In contrast to the industry norm, the 30 Year Collection guarantees every garment in the collection — sweatshirts, t-shirts, jackets, shirts, trousers — for three decades. They even replace or repair it free of charge to encourage consumers to buy less and buy better.
Here are Tom’s top tips for getting the most wears from our wardrobe…
1. Wash with environmentally-friendly detergent.
2. Wash as little as possible.
3. Wash on 30-40 degrees.
4. Don’t use tumble dryers.
5. Iron your clothing inside out.
6. Don’t store in places that the sun shines on.
… I could go on and on. The number one tip would be to look at where you’re getting your clothing from in the first place though. Even if the retail price is slightly more than fast fashion, think how long it is likely to last and therefore what the cost per wear will be value. Supposedly ‘cheap’ brands that wear out and have to be thrown away after a few months is actually incredibly expensive.
High street brands don’t set trends. They copy them. It’s the fashion equivalent of saying you look to McDonalds for advice on nutrition. Fashion trends and actual innovation should be encouraged. Buying the same white t-shirt or navy sweatshirt from a fast fashion retailer every year and thinking it is normal that you have to replace it annually is mad.