October 9, 2024
Sustainability is becoming an imperative for brands and consumers, with individuals becoming increasingly clued up on the impact of their products, they’re using their purchasing power to make a positive impact. Mitigating waste through repair and recycling is a growing area of focus, with the legal implications making waste-reduction goals an integral strategy for brands and manufacturers. At present around 92 million tonnes of clothing is estimated to go to landfill, with only 20% of textiles collected for reuse and recycling. The EU are revising their Waste Framework Directive to increase mandates on waste collection, reuse, repair and recycling, in turn banning the destruction of unsold and returned goods, while in France the Anti-Waste and Circular Economy Law sets out to promote circularity.
This shift towards circularity brings into question the opportunities around repair and recycling, which can have the most positive environmental impact, and when each is appropriate.
When it comes to repair, integrated retail options and at home solutions are working to engage the consumer on the journey. Preserving product value through added longevity and repair not only offers environmental gains but can speak to consumers' financial needs during a cost-of-living crisis. With a growing number of brands and retailers offering repair and upcycling services globally, there is a shift to helping consumers understand the possibilities when purchasing repairable products.
Image: Iron on transfers
From wear and tear to staining, solutions that revive a garment will be key in offering longevity and continued consumer engagement. Iron-on transfers, such as those being developed by Laurema, are offering an at-home repair solution that cuts out the process of returning items to stores to be repaired, and gives consumers autonomy over the process. The heat transfers can be easily applied at home with an iron, rather than an industrial press, and offer the opportunity to both repair, and personalise, products.
Where repair isn’t possible, recycling is key in cementing a circular strategy. Until now energy intensive recycling processes and material limitations have meant that a large proportion of products directed towards recycling, never actually end up being recycled. Legislation is again leading the way here, with the EU’s Strategy for Circular and Sustainable Textiles stipulating that by 2030 all textiles in the EU market should be made from recycled materials where possible, while staying free of hazardous substances and created in ways which support social and environmental goals. This shift toward circularity is reaching beyond textiles, with pre production waste from printing, labelling and packaging all being recycled for future use.
Beyond environmental impact, recycling can pose a positive solution for brands, reducing the needs for raw materials, which face becoming increasingly unstable. Saving resources also offers the opportunity to save money, by keeping products in a circular loop the unpredictable cost changes associated with virgin materials can be, to an extent, avoided. From green energy and reduced carbon footprints, through to recycling everything from inks to pre and post production waste, manufacturers such as Laurema are offering solutions in a range of categories, from materials, to trims, labels and printing, that incorporate recycling strategies.
Image: Laurema - recycled products
While neither recycling or repair are flawless solutions, both offer a step toward a more circular process and ultimately work to keep raw materials in circulation for longer. Taking a balanced approach is a logical move here, applying each where appropriate or suitable to the brand.
In addition to repair and recycling it’s worth noting the potential to delay the need for either in the first place. Creating a product with durability and longevity in mind, along with ensuring consumers are equipped with the tools to care for a product, will all help to delay the need for repair or recycling. With products marked as sustainable delivering approximately one-third of all CPG (consumer packaged goods) growth, despite currently representing less than a fifth of the market share, it’s evident that consumer appetite is ripe for sustainable innovation.
Please contact either Emilija Kasperavičiūtė at emilija@laurema.eu or Alex Ingildsen at alex@ingildsen.com if you have any questions.
UAB Laurema is a European manufacturer based in Lithuania, specializing in silk-screen printing services with over 20 years of industry expertise. We take pride in quick communication, great color matching, top quality, and a wide variety of customizable options. Our dedicated team works closely with clients to create tailored design solutions, consistently surpassing expectations and building a reputation for reliability and trustworthiness in every project.
Heat transfers produced at Laurema are ideal for textile decoration or branding on various apparel such as T-shirts, sweatshirts, swimwear, and leggings. Offering versatile design options suitable for elastic and various temperature settings, our skilled technicians provide advice based on thorough fabric tests to ensure optimal application solutions.
Alex is the owner of Byingildsen and member of the advisory boards or advisor for fourteen unique premium garment manufacturers and printing providers, including LAUREMA.
