Outdoor apparel retailer Patagonia is to launch its sustainable initiative,
which aims to encourage consumers to make their clothing last a lifetime
through repairs, in Europe this spring. Named the ‘Euro Worn Wear Tour,’
the project will see the retailer make over 50 stops in five European
countries which they will offer customers free repairs for broken
zippers, buttons, rips, and more whilst teaching them at the same time how
to make their own repairs in the future.
The ‘Euro Worn Wear Tour’ is set to kick off simultaneously in the UK and
Germany on April 15 before moving onto Italy and the Netherlands before
ending in France on May 21. The tour will see the retailer stop and open
mobile repair stands equipped with industrial sewing machines open to the
public in a series of locations, such as retail stores, as well as sports
events, universities and even farmers’ markets. Locations in the UK include
the Keswick, George Fisher & Nurture Lakeland blogger-fest on April 15 and
16 as well as The Brokedown Palace at Spitalfields Market in London on
April 28.
“Extending the life of our garments is the single most important thing we
can do to lower our impact on the planet,” said Patagonia CEO Rose Marcario
on the initiative. “This simple act of extending the life of our garments
through proper care and repair reduces the need to buy more over time —
thereby avoiding the CO2 emissions, waste output, and water usage required
to build it.” Patagonia first launched its Worn Wear program in 2013 in the
USA as a way to encourage consumers to take better care of their outdoor
gear by washing it and repairing it as needed. The program is said to be an
extension of the company’s philosophy, and aims to keep clothing,
regardless of the brand, in use for as long as possible.
“We want to empower our customers to be owners, not just consumers,”
stressed Marcario. “It’s a simple but critical message: keep your gear in
action longer and take some pressure off our planet.”