It's simple, sustainability, and for us quite naturally our first thought is always - sustainability.
Let's start with the disposal and destruction of clothes from our wardrobes - The US alone, dumps 17 million tons of textile waste each year, that’s the equivalent of 75,000+ Statue of Liberty’s, towering over NYC bleeding chemicals, dyes and effluent into the environment, slowly breaking down over 100’s of years.
Secondly is the massive consumption of materials and resources in the production of new clothing on a rapidly increasing cyclical scale of consumption. This footprint to produce simple items like a T-shirt is huge, and destructive towards natural habitats and systems, with a a t-shirt requiring upto 3500 litres of water in its journey from cotton plant to finished and store ready goods.
10L / garment - 1 load = 6-8 Garments
to newly produce 1 t-shirt
to newly produce 1 pair of Jeans
We could go on, presenting more and more shocking statistics, however the simple fact is that we all buy, consume and dispose of far too many items of clothing when they could be easily, simply and sustainably renewed and restored.