In the discussion for reducing textile waste, one important part can often be overlooked. That is repairing garments. Circular business practices often are associated with a closed loop system, meaning products that are made can go back into the loop to either be remade (or remanufactured) using pieces from one product to make another, recycling the material to be used for new products, or reused in the product’s same form. All of these aspects are vital for a less wasteful fashion system.

But there is another system associated with a circular economy, which is a slowed loop system. Slowing the loop means essentially slowing down the time, or extending the time, a product is used before it is at the end of its life(where it will hopefully go back into the system). This is essential in lower a garment’s environmental impact. In fact, WRAP found that increasing the lifespan of a product by just 9 months can reduce the annual carbon, water and waste impact by up to 30%.

Since 92 million tonnes of textile waste is amassed every year (and expected to grow to 134 million tonnes by 2030), and according to The Renewal Workshop, 82% of textile waste can be repaired, altered, or upcycled, making repairs become “the norm” amongst consumers is critical to mitigating textile waste. Making repairing products more normal can foster a more sustainable mindset amongst consumers to not feel they need to replace fixable products with new ones.

The issue for consumers is convenience. Right now, finding a tailor they trust close to them during their “off-hours” is difficult.  

At MĀDI, we are taking away the barrier of inaccessibility to repairs and alterations for consumers. The consumers we asked said they wish for a quick service that is close to their home or can be delivered to them at ease. We want to provide consumers just that through our repair partners, such as Tilli in France and Alternew in New York, who provide repairs for consumers at their convenience, where they can make an appointment or send it to a tailor and have a quick turnaround time. With the integration of our partners on our digital IDs, the consumer can access these repairs at the click of a button. Having an ever-expanding network of repair partners allow us to make repairs easy for consumers in their locations, not just where the brand is located.

We found that 67% of consumers would like the brand to offer repair services for convenience. Integrating repair and alterations offerings to consumers not only lowers a garment’s environmental impact, but it also is something consumers want from the brands in which they buy and will use. That’s why we are making repairs easy for consumers by a quick scan on their phone, connecting them with our trusted repair partners.

By providing access to repairs, clothing brands can also gain valuable information as to what is being repaired or altered and why. This helps, not only making quality control updates in design, but also to design for longevity. Products that are of higher quality and last longer increase consumer’s loyalty to the brand.

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The benefits for both consumers and brands are plentiful and at MĀDI, we aim to benefit both through repair offerings.

Benefits for Brands in offering their customers easy access to repairs:

·     Increase brand trust & loyalty: by offering consumers easy access to repairs, this increases consumers trust in buying quality products that last and know they can return to the brand for other products with the promise of repairs if needed.

·     Stronger connection to the customer: understanding why a product was repaired can provide insights into how much the consumer has worn an item and how long they have kept it.

·     Gain important insights for eco-design: with the knowledge of what is being repaired or altered, brands can use this information to update quality or sizing fixes for longer lasting garments.

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Benefits for Consumers in easy access to repairs:

·      Encouraging sustainable consumption: Repairing garments encourages consumers to value quality over quantity, buying fewer higher quality pieces rather than many low-quality disposable pieces.

·     Fostering a connection to craftsmanship: Repairing garments can help consumers appreciate the craftsmanship and effort that goes into making clothes, fostering a greater appreciation for the garment and its quality.

·     Economic benefit: For consumers, repairing clothes can be a cost-effective alternative to buying new ones. A simple fix such as mending a tear can extend the garment’s life for a fraction of the cost of buying a new item.

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Learn more about our repair connection by contacting us.