Fashion Brands Teach Mending to Woo Gen Z, Tackle Textile Waste

In a move that might seem counterintuitive to sales, clothing brands are embracing repair services and sewing workshops as a key strategy to engage Generation Z. Retailers like Uniqlo, Zara, Levi Strauss & Co., and Primark are offering these services, aiming to appeal to young consumers who prioritize both sustainability and cost savings.

“

We think it’s important to empower the people who buy our clothes with the skill sets to maintain them, to get them to that second life.

Levi's, for instance, has launched its "Wear Longer" program, which includes hand-stitching courses for teenagers. These workshops teach essential skills such as sewing on buttons, hemming, and patching holes, empowering customers to maintain their clothes. This initiative builds upon Levi's existing repair and customization services available in hundreds of stores globally.

Paul Dillinger, Levi's head of global design innovation, emphasized the importance of equipping customers with the skills to extend the lifespan of their garments, encouraging a "second life" for clothing. This approach resonates with consumers like Chloe Halprin, 25, who now prefers buying secondhand and learning to mend her clothes, citing a desire to reduce her carbon footprint and avoid waste while also saving money.

“

I might just throw it away.

The fashion industry faces mounting pressure to mitigate its environmental pollution and climate change contributions. Textile waste remains a significant challenge, with the UN Environment Program estimating that the world generates fabric waste equivalent to a garbage truck load every second. While repairing and reselling clothes can demonstrably reduce a garment's environmental impact, experts caution that these practices alone are insufficient to offset the continued growth in overall clothing consumption.

“

I try to be conscientious of my carbon footprint. I really don’t like waste. I’m trying to save money as well.