The Electrolux Group is spreading the word on more sustainable clothing care habits through The Care Label Project, launched yesterday by its AEG brand along with key partners from the fashion industry. At the heart of the project is a new care label: ‘Don’t Overwash’.
Today, 90% of all clothing is discarded far earlier than needed, and as much as 70% of these are due to faded colors, shrinkage and misshaping. This could be prevented with better care habits.
In an international study conducted by AEG to map care habits in Europe, more than half of consumers state that they rely on care labels to feel confident when doing their laundry. However, a third find them confusing. In fact, care labels are only suggestions for how to do laundry, and it is established within the fashion industry to understate a fabric’s durability to avoid upsetting customers who accidently ruin their clothes due to the care label’s suggestions.
‘Don’t Overwash’ updates old care habits in three main categories; Dry Clean Only, Lower Temperatures and Wash Less. In addition to the new care label, The Care Label Project has created a Modern Care Guide, available on AEG’s website, with up-to-date tips on how to lovingly care for your clothes. Together, the care label and care guide set out to educate consumers and the industry on how to care for their clothes in a modern way that is less damaging for both clothes and environment.
For more information on the Care Label Project, visit electrolux/i/carelabelproject.
