Fixing Fashion: The repair focused clothing brand that doesn't want to sell anything | Knowledge Hub | Circle Economy Foundation
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Business case
Fixing Fashion: The repair focused clothing brand that doesn't want to sell anything
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Fixing Fashion is a project launched by global changemaker group One Army, spearheaded by Dutch designer Dave Hakkens. The online platform is an accessible academy filled with tutorials and inspiration showing users how to repair, remake, and refashion their clothing. Hakkens has produced a clothing line demonstrating all the available techniques for demonstration purposes only - the platform strongly emphasises they do not want to sell the customer anything.

Problem

While the fashion industry gradually evolves to implement circular practices and materials, new clothing is still being produced and consumed at a very high rate. With 92 million tonnes of textiles discarded each year globally, One Army argues that the solution lies with clothing already in circulation, in order to reuse and prevent waste. Oftentimes, these garments are discarded due to a minor flaw, or because they are out of style, and people do not have the skills to fix or refashion. Consumers have to be shown that worn preloved garments can be made trendy or timeless through creativity and a few sewing supplies.

Solution

Fixing Fashion splits their platform into three sections - Care, Repair, and Upgrade. Care covers topics like stain removal and deciphering laundry labels. Repair covers a range of hand and machine repair techniques, using photos and videos to demonstrate steps. Upgrade focuses on refashioning items, such as resizing, recolouring using dyes, and decorating using printing or embroidery techniques. The platform has a look book, where users can scroll through examples of different refashioned garments worn by models, and click on the images to be taken to the technique tutorial. The platform uses Discord as a community connection tool, where users can join, ask questions, and share their creations with others.

Outcome

The platform has a Store button, which when selected prompts large moving banners to move across the screen displaying the messages "We do not want to sell you anything" and "Fixing is the new fashion". They use the hashtag #FIXINGFASHION on social platforms, and their Discord channel has a global community of members, although they are not exclusively for the platform, as One Army has other sustainability initiatives.

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