Annotations - circular fashion

Most high street cashmere sweaters tend to be replaced at least every two years after wear and tear due to pilling and deteriorated quality. Over the course of ten years, purchasing one London W11 sweater can almost save the consumer an average of £270 and reduces the negative impact of animal husbandry for 16-40 goats, depending on the quality of cashmere used in the other garments purchased. London W11 wants to empower you to replace the throwaway culture by consuming circular luxury and adopting new purchasing habits. When you buy a circular cashmere garment from us, we believe that you will feel good when you buy it, and continue feeling good wearing it for years to come. Inspired by this ethos, we ensure that our cashmere garments are machine washable and don’t require dry cleaning. This makes it easy to care for garment while saving dry cleaning costs that are typically associated with maintaining cashmere. Therefore, easy maintenance and a minimum 10-year guarantee make it the right choice for a consumer.

(machine-washable cashmere!) #circular-fashion #transformative-values ("empowering" consumers)

Whatiscircularluxuryandwhydoesitmatter? London W11 is going circular as a firstmover: Drastically reduce cashmere fibre waste in the fashion industry - currently,12%of materialisbeingthrownawayduringthemanufacturingprocess; Radically reduce the environmental impacts of producing new garments, by using5xless dye(and therefore reducing water waste) per sweater, minimising transportation costs, and usingca.25%oftheGradeAvirgincashmerewoolcompared to a normal sweater, equivalenttosavingthewoolfrom6-8cashmeregoats;   Combatthewastefulcycleof"seasonal"fashionby making durable products that last and never go out of style. Circularity is the eco-conscious choice, the essence of sustainability.

#circular-fashion #waste (material, dye, water, transportation) #recycled-cashmere #slow-fashion #durability -- Most of the argument in this Kickstarter campaign focuses on waste reduction, but it also stresses the cost savings to consumers. There is no real discussion of rangelands, etc.

As the cashmere industry is evolving, we've come up with another reason to feel proud of London W11's garments. We, as a brand, pledge to go fully circular by the end of 2019, and we need your support for it!

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rafted in Scotland, using Re.VerSo™ yarn f rom Italy, this recycled cashmere hat Crafted in Scotland, using Re.VerSo™ yarn f rom Italy, this recycled cashmere hat demonstrates the latest in eco-friendly innovative technology and plays an integral demonstrates the latest in eco-friendly innovative technology and plays an integral part in working towards a circular economy. Made up of pre consumer textile part in working towards a circular economy. Made up of pre consumer textile waste, this Re.VerSo™ yarn offers the same quality as virgin cashmere, but with a waste, this Re.VerSo™ yarn offers the same quality as virgin cashmere, but with a much smaller carbon footprint. All Re.VerSo™ yarn is CO2 f ree and untreated.

We really do fuel the primary market, not only by driving our consignors back to shop primary when they see a space in their closet, but also because we’re granting this seemingly newfound income so these consignors are able to go back to primary, buying new, and they’re excited to do so because it has a resale value.