Vanish has partnered with Project Everyone, a team of industry experts including the British Fashion Council, working to establish a more sustainable fashion industry. The common goal is to ignite change, through events to raise awareness and campaigns to inspire consumers to give their clothing many lives.
In a specially produced a three-part Amazon documentary, Generation Rewear, highlights how wasteful the fashion industry is – and how Vanish products are part of the solution.
The documentary addresses consumers’ excessive consumption of clothing and the culture of extreme disposability at its heart, while simultaneously celebrating the innovative designers, companies and ordinary people seeking to reduce fashion’s impact on the environment. It also demonstrates how simple adjustments and styling tricks can breathe new life into unloved clothes that have barely been worn.
The documentary was shown in full as part of the London Fashion Week in June 2021.
The nation’s throwaway mindset is a behaviour that sees 350,000 tonnes of clothing sent to landfill every year. Research by Vanish revealed that over two thirds (64%) of people surveyed admitting to wearing an item of clothing just once, and half (50%) owning an item they have never worn.
In today’s intensely competitive world, branded products increasingly need to deliver more than superior functional performance. Finding a purpose that resonates, has the potential to be ‘owned’ by the brand and where it can make a positive difference is the Holy Grail. Vanish is placing the spotlight on a problem with which most of us can identify and offers a solution.
Watch Generation Rewear here: https://youtu.be/fRFqNfyI3kc?si=oU8M778Omz5s7eDb