The most sustainable clothes are the ones you already have, but on average clothes are worn only ten times and thrown away long before they need to be.
To break this pattern, Swedish home appliance brand Electrolux wants to inspire consumers to take better care of their clothes. To demonstrate that used clothes still have value, Electrolux collaborated with Swedish fashion designer duo, Rave Review, to create a unique collection made from discarded clothing from the world’s second-largest garment graveyard – the Atacama Desert.
The Atacama Desert in Chile has lately turned into a symbol of the acceleration of fast fashion and the rise of textile waste. According to the UNECE, 21 billion tons of clothes end up in landfill every year. In the Atacama Desert alone, approximately 39,000 tonnes of clothes are discarded every year.
“With this campaign, we want to ignite curiosity and enable our consumers to change how we care for our clothes today. There are many, simple things we can do right now with existing technologies that will help us reach our goal to make our clothes last twice as long, with half the environmental impact by 2030”, says Thorsten Brandt, Global Head of Brand and Marketing at Electrolux.
Electrolux has teamed up with designer duo Rave Review, known for their colorful, upcycled and high-end collections. The mission: Giving new life to discarded clothes retrieved from the Atacama garment graveyard. The result is the world’s first Atacama upcycled fashion collection. The ambition is to spotlight the growing problem of fashion waste and showcase an inspiring example that can spark a change in consumer behavior.
“The future fashion cannot exist as it does today. We all must change in one way or another. Taking care of what we already have is probably the most tangible and easy way to do it,” says Livia Schück, co-Founder and Creative Director at Rave Review
“When talking about clothes and sustainability, the focus easily falls on the actual garment production. But few talk about the significance of making the clothes we already own last as long as possible. This is where Electrolux can play an important role, and that is what we want to highlight with this campaign”, says Nicholas Düfke, creative at Forsman&Bodenfors Stockholm.