THE MEND IT MOVEMENT
Every year, Brits throw out 300,000 tonnes of old clothes. This wasn’t always the case, historically, from clothing to cars, the mark of quality used to be measured by how long something could be used, and whether it can be repaired and eventually passed down to younger generations. Somewhere around the 70s with the introduction of globalisation, culture shifted towards faster production methods, poorly paid workers, and cheaper materials that don’t last on our bodies, but can take 200 years to fully biodegrade. Between 2000 and 2014, the average consumer purchased 60% more clothes year on year but kept them for only half as long as they would have 15 years prior, a terrifying indicator of how fast fashion has really become.
Thankfully, with movements such as Fashion Revolution gaining even more traction and a spotlight on the fashion industry since the Rana Plaza disaster, a return to more sustainable mindset is slowly re-emerging. The Ellen Macarthur foundation found 60% of UK consumers prefer to repair items rather than buy new ones; if repair services were more accessible and affordable. This comes with good reason, as, Orsola de Castro, co-founder of Fashion Revolution, says that extending wear from one to two years slashes your clothes’ carbon footprint by 24%.
With 50% of the population wearing glasses, and even more wearing sunglasses, we want to highlight the importance of repairs and longevity in the eyewear industry, something rarely spoken about. Recently, we debuted our new Repair Cart, offering free repairs around London and conducting research for our own repair programme due to launch later this year (read more about this here).
Throughout this process, we’ve looked to some of the brands championing the mend it movement for inspiration and wanted to share a few our our favourites.
SOJO is a platform we’ve admired for some time. Changing the game with their on-demand clothing repair and alterations service, they’re working with Selfridges, Vestiare Collective, M&S and many more brands, making it super easy to mend and alter clothes, and helping all of us reduce waste and keep our favourite pieces in rotation. They collect items locally, using their repairs bike, keeping the impact as low as possible.
When it comes to luxury, Mulberry set a high standard with their commitment to sustainability through their Lifetime Service program. Their talented artisans renew and repair over 10,000 bags a year and maintain an archive of materials and hardware that goes back over 35 years, ensuring that each Mulberry piece is cherished for generations.
With denim is their material, natural and already proven to stand the test of time, Nudie Jeans have repairability built into their ethos. All Nudie shops are Repair Shops, which offer free repairs for all Nudie jeans, something we deeply admire. In 2023 alone they repaired 73,368 pairs.
The seam is a care and repair service that cover everything from bags and shoes to wedding dresses. They connect those in need of repair with a local maker specialised in that area, providing quick and qualified repairs.
They're a brand we've looked to for inspiration for years, reminding us that 'The most ecological sneakers are the ones you already wear.' VEJA introduced the "Clean, Repair, Collect" project in June 2020, offering to clean, fix, or recycle clients' shoes.
ArtKnit Studios motto is “buy less, buy better”, which is supported by their repair solutions. Either buy a DIY repair kit for minor issues, or send your items back to be repaired for a small fee.
Last but not least, a round up of brands doing things better would not be complete without mentioning Patagonia. A true inspiration for us at MONC, Patagonia set the standard for environmental responsibility. Their Worn Wear programme not only repairs gear but also sells used Patagonia products, keeping clothing out of landfills and fostering a culture of reuse.
By supporting brands like these who prioritise repair and sustainable practices, consumers can play a pivotal role in redirecting the course of the fashion industry. Together, these efforts contribute to reducing carbon emissions, conserving resources, and fostering a culture of responsible consumption for future generations.
Stay tuned as we develop our repairs programme, or click here to support our research by completing our survey.
