FashionCreative ways to make clothes last longer Fashion images that saturate our news feeds help the industry bring in a whopping £26 billion to our economy. On average we each spend £640 on clothes per year and collectively throw out almost 300,000 tonnes of clothing. One third of this has barely been worn! This is men and women alike with men only wearing 13% of the clothing in their wardrobes. Maintaining your style without throwing away your old things is easier than you think, and can save you money. Take a look at the events, blogs and top tips to give you a few threads of thought. 3 things you can do today Beat fast fashion. Be aware of impluse buys and think about whether you really want or need something. This will help you buy less, but better. Love seconds. Find some gems in second hand clothes shops or swap clothes and accessories you no longer want with your friends and family. You could even revamp something old with a few embellishments. Get some tips in our Make, do and mend handbook. Care for your clothes. Simple actions like washing clothes at 30ºC, only ironing when necessary and reducing tumble drying can make your clothes last much longer - read more about 'Clever Care'. Go a bit further - run your own campaign. Home Do something Top tips Blog Ideas bank Blog Hubbub and Mothercare set ambitious target for circular economy campaign Hubbub and Mothercare aim to redistribute 65,000 pieces of baby clothing to 6,500 UK families through the nationwide expansion of Gift a Bundle. The campaign will encourage households to create beautiful gift bundles of out-grown baby clothing, take them to one of the 42 participating Mothercare stores for redistribution on Mothers’ Day to local families. The expansion typifies Hubbub’s approach. Identifying the need Research from Hubbub identified there is a whopping 183 million items of outgrown baby clothing stashed away in UK homes. That is enough to provide over 250 items for each baby born in the UK every year. Redistributing this clothing will help families save money and benefit the environment. Overcoming the barriers The research discovered that parents often have a deep emotional attachment to baby clothing as they hold memories of their children growing-up. This attachment creates a reluctance to take the clothing to charity shops as it feels de-personalised. Instead people want to be assured that the clothing will be valued preferably going to local families who will benefit from the gift. Test, learn, refine Hubbub wanted to test whether people would be willing to create gift bundles of baby clothing that would be of sufficiently high quality to benefit local families. A trial campaign was run in 2016 with a community in South East London and proved successful. Hubbub used this experience to refine the approach and to generate evidence of the environmental, financial and social benefits. Create scale The trial encouraged Mothercare to run a campaign with 13 stores in 2017. They wanted to see what impact Gift a Bundle would have on their business. Would it be disruptive, would it increase footfall in stores, how would employees respond and would it build stronger connections to local communities? The campaign was highly successful redistributing 20,000 items of clothing to 2,000 families and securing significant positive press and social media coverage. Mothercare decided to expand Gift a Bundle nationwide to 42 stores and to increase the spend on marketing. Involve others Hububb recognises that Gift a Bundle can benefit community organisations across the UK. We created a ‘How to Guide’ that is freely available allowing any group to deliver the campaign. This has attracted attention from a wide range of organisations including nurseries, community groups and local authorities. We have also been working with a breadth of charities to identify families who will benefit most from the gift bundles that are collected. Giving it away Hubbub believes that Gift a Bundle is a scalable model that could become an integral part of how Mothers’ Day is celebrated in the UK. We will measure the impact of the campaign in 2018 and explore whether there are other organisations who want to take it over to deliver in future years. This will give Hubbub freedom to create fresh, new campaigns for the future.