The new Pre-Loved with Care campaign from AEG aims to encourage consumers to buy at least one pre-loved garment in place of something new this winter, as a way to change the throwaway fashion culture.
According to research by the household appliances manufacturer, £3.9billion is set to be spent on new clothes this winter. 20% of the British public have admitted that they throw clothes in the bin to make room for new clothes. That waste contributes to 350,000 tonnes of clothes to landfill annually says AEG.
In contrast, over a third (36%) say they buy more pre-owned clothes than they did a decade ago. AEG sees this as a shift towards consumers being more wake to the sustainability crisis and changing buying habits to match their environmental concerns.
Luke Harding, general manager of AEG UK & Ireland said: “By caring for the clothes that are already in your wardrobe, and purchasing pre-owned pieces, everyone can do their bit, thereby helping to reduce the amount of clothes that go to landfill.
“At AEG we understand the importance of good clothes care and how this can help our favourite fashion pieces last a little longer. By washing less and using the right programmes we can not only look after our clothes better but also ensure we’re using less energy and being as sustainable as possible.”
“This campaign is part of a wider movement towards sustainable fashion, and we hope that we can encourage people to rethink their clothes shopping and laundry habits.”
As part of the campaign, AEG has collaborated with slow fashion campaigner, Venetia La Manna, to curate an exclusive collection of pre-loved pieces from One Scoop Store.
Before the items are shipped off to their new homes, the pre-owned garments will be washed using the AEG 9000 series washing machine to make them clean for the end-consumer. The 9000 series washing machine is built with SoftWater Technology that is said to extends the life of clothing by an extra nine months and that will help reduce carbon and waste.