Could “love your clothes” be the new “make do and mend”? Waste & Resources Action Programme is banking on it. The Banbury, England-based nonprofit, which specializes in resource efficiency, has launched a new campaign to change the way U.K. consumers buy, use, and dispose of their clothing. Accompanied by a website at www.loveyourclothes.org.uk, which doles out advice on how to make the most of their wardrobe, the campaign encourages consumers to buy apparel designed for longevity (that is, when they’re not opting for preowned garb), employ laundry methods that use less energy, repair and alter the garments they want, and donate, swap, sell, or recycle those they don’t.

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LOVE YOUR CLOTHES

WRAP recommends asking yourself the following three questions:

  • Do you love it? (i.e. you’ll wear it again)
  • Do you want to liberate it? (i.e. you want to pass it along via a sale, swap, or charity donation)
  • Do you want to lose it? (i.e. you want to discard it for recycling.)

U.K. consumers hoard £30 billion worth of clothes that they haven’t worn in the past year, according to WRAP.

Naturally, there’s also a social-media component. WRAP is asking Twitter users to tweet photos of their clothing using the hashtag #loveit, #liberateit, or #loseit. The best examples will be featured on the Love Your Clothing Facebook page.

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“Clothes cost money,” says Liz Goodwin, chief executive of WRAP. “Not getting the most out of them by mixing and matching garments, repairing favored items, selling them on, or giving to charity shops means we’re not getting the most out of that hard-earned money, and wasting scarce resources.”

+ Love Your Clothes

+ WRAP