#WearAndCare. We are passionate about inspiring a better culture for clothing care, from sustainable laundry to re-styling inspirations, to help keep your clothes walking the walk in the fashion system - and to reduce clothing’s climate impact.


With a pair of jeans, 37% of climate impact arises from the way we care for it.*


Of people inherit their care habits from their parents.1


Many other clothes come with exaggerated care instructions, which leads to hefty environmental price tags associated with laundry care, and many consumers are not fluent in appropriate cleaning methods, leading to damaged clothing. That is why we strive to empower your cleaning methods to prolong your garment’s life.

We take the wash-less, wash cool and line dry or flat mantra, which will lighten your laundry load, literally. We use easy-care fabrics that can be machine washed instead of dry-cleaned. Look for our ‘Wash Less’ symbol.2

Wash Less

Wearing jeans 10x before washing, instead of China’s average of every 3.9x, reduces washing’s energy usage by 61% on a typical lifecycle.*

Wash Cold

Washing cold instead of warm reduces climate impact by 69% on a typical lifecycle.*

Line Dry

Lay flat to dry or hang to dry - instead of using a dryer which reduces climate impact by 65% on a typical lifecycle.*

Donate to charity

Only following restyling, repairing or swapping.


How to reduce your washes

When needed, consider refreshing simply by airing, using a steamer or spot cleaning to extend your washing cycles.

Read a step-by-step guide on how to remove stains.


We love cold washing, when machine washing, cooling down is like slowing down. Cold water also means fabrics won’t break down as much. For example, just going from 40 degrees down to 30 degrees saves up to 69% of your energy consumption from washing, helping to reduce climate impact. Washing cool also helps to reduce the amount of microplastics getting into the environment, whilst also helping your clothes to look better and last longer.



All materials are tested to ensure the easiest care for the customer care as well as consideration of the environmental impact for its second life. We avoid dry clean on fussy fabrics. Even if the fabric is delicate by nature we test it to its limits to see if it is possible to change the recommended care to easy care.

To dry clean or not, that is the question.

The good news is there are alternatives to dry cleaning, which is a chemical-heavy process that’s hard on your garments and the environment. The misconception is that whilst ‘Dry Clean Only’ is often put on our delicate fabrics (wools, cashmeres, silks) and garments with multiple components (jackets, coats, or clothes with sequins or beads), often a quality washing machine with a gentle cycle used at low temperature with gentle detergents and a garment bag could to the cleaning work at home. So could a hand wash or spot clean. If you have to visit the dry cleaner, make sure to pick one that uses more environmentally friendly processes.


A limited-edition upcycled denim collection designed in collaboration with award-winning designer Jesse Lee supported by Levi’s®, uniting innovative design, manufacturing and labelling to reduce clothing’s climate impact.

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Extending the life of clothes by just nine extra months of active use would reduce carbon, water and waste footprints by around 20-30% each. Keep your clothes in the fashion loop and out of landfills.

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1 Consumer laundry habits, Ipsos MORI 2016 in reference to tumble dry behavious
*This data is from Levi’s® Life Cycle Assessment - Understanding the environmental impact of a pair of Levi’s® 501 jeans over a typical lifecycle of two years with washing and drying once per week and using Chinese consumers’ care behaviours

2 AEG Care Label Project

R Collective Impact

We donate 25% of our profits to Redress, reducing waste and driving sustainability in the fashion industry.

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