We all love the thrill of the latest addition to our wardrobes that make us look and feel great. The rise of fast fashion has allowed us to indulge ourselves more often, but has it also encouraged a throwaway culture in which people value their clothing less?

Often our favourite clothes remain the ones with memories attached; the trusty winter jumper, the worn-in pair of jeans, that old item that defies current trends and looks good with everything.

Increasingly forward-thinking brands are encouraging customers to value the clothes they buy by offering clothing guarantees which promise top quality clothes which last and repair services so that you can fix the wear and tear:

Nudie Jeans. Made from organic cotton and ethically produced, Nudie Jeans offer a classic simple style that won’t go out of fashion. And if your favourite pair split, instead of throwing them away Nudie Jeans will repair them free of charge. If you no longer want them, Nudie Jeans will take them back, repair them and resell them to a new customer - and you get 20% off a new pair. If jeans are returned that can’t be repaired or resold, they’ll be recycled into carpets or upholstery.

Levi’s offer a repair service as well as alterations: if you’re in need of a change, instead of buying something new, you can completely change the garment by adding studs, cutting off sleeves, changing trousers to shorts, adding rips and more.

Tom Cridland’s 30-Year Guarantee sweatshirt and t-shirt. As it says on the tin, if it doesn’t last for 30 years, your money back. It’s made from organic cotton with reinforced seams and a silicon finishing to prevent shrinkage.

Patagonia offer service repairs as well as repair kits for you to fix your garment yourself. They offer a life time guarantee to repair or refund any item you’re not satisfied with. Combined with advertising that encourages customers not to buy their products, Patagonia are leading the way in encouraging customers to value their clothing.


What other examples have you seen of brands encouraging their customers to value the clothes they buy? Join the conversation at the Fashion Future Network.


Photography by Colin Harris