For those of you who like to catch a bit of early morning TV, you may well have seen LCF’s Rénee Cuoco on BBC Breakfast this morning.
Rénee was representing The Centre for Sustainable Fashion on the sofa, talking about how we can make our clothes last longer, after British menswear designer Tom Cridland recently produced a T-Shirt with a 30 year guarantee.
Rénee spoke about the importance of building emotional relationships with our clothes and thinking about the future of our garments before we buy them. Are they going to last more than a couple of months? If not, what are we going to do with them?
BBC presenter Naga Munchetty got involved in the debate by starting a conversation on Twitter by asking ‘What’s the oldest item of clothing you own? Would you buy a t-shirt designed to last 30 years?’
Many people tweeted in to the show talking about their treasured old clothes, such as a woman who wore her non-conventional wedding dress for her 25th wedding anniversary, or a t-shirt a man had worn for over 18 years, and Rénee herself mentioned a jumper she had inherited from her grandfather.
In what has become a throw-away culture, it was very encouraging to see people engaged in discussing the value of their clothes, seeing their long-term use, rather than being destined for landfill after a few months.
It is also brilliant to see our staff featured as leading experts on the UK’s most watched breakfast show, getting our message to the wider public and demonstrating our research is a vital part of creating ‘Better Lives’.