Care labels on clothes are no longer enough for supporting consumers to enjoy their clothes for longer.

Clothing retailers will face growing pressure to think about the whole lifecycle of their products with the forthcoming European introduction of a policy called extended producer responsibility – this holds fashion brands and manufacturers responsible for managing post-consumer waste.

Despite this, many still prioritise to sell new garments and place responsibility on consumers through care labels and instructions to ensure extend use and minimise clothing waste. Our research shows that although some retailers offer care products and repair services, these options are often hidden and secondary in retail stores. This is a missed opportunity. We also found that consumers want practical support to maintain and repair clothing in ways that extend lifespans and reduce environmental consequences.

Clothing lifespans vary depending on design, quality, materials and how garments are used and cared for. Yet, in today’s fast fashion system, which supports a culture of disposable fashion, garments are used for a shorter period than what they have been technically designed for.

Extending lifespan is not only about buying secondhand or reselling; how clothes are washed, repaired, stored and worn also matters. This means that........

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