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Ganni is partnering with repair service Sojo to offer free alterations and fixes to its London customers. Garments are picked up by couriers on bikes, who will take them to be repaired before being returned, again by bike. Ganni CEO Andrea Baldo said: “We need to understand responsibility in a circular context that goes beyond the point of sale.
“The partnership with Sojo is an opportunity to help reduce a significant amount of the environmental impact.”
Ganni is hoping to soon extend its repair scheme across the UK.
Around 55 percent of clothes never leave women’s wardrobes, but waste charity Wrap says extending a garment’s life by just nine months can slash its carbon, waste and water footprints by 20-30 percent.
Fashion labels Farfetch, Manolo Blahnik and Nicholas Kirkwood have also forged partnerships with luxury repair and restoration firm The Restory.
Restory co-founder Emily Rea said customers should “move away from that throwaway mindset”.
She added: “Our mission is to make aftercare as much a part of the fashion experience as buying to begin with.”
Extended producer responsibility, which makes brands financially responsible for collecting, sorting and recycling unwanted products, is already law in France.
It is now also being introduced by other countries.
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