Swedish brand Electrolux not only wants to produce the best appliances they have a long-term strategy to significantly reduce climate impact. As experts in clothing care they are developing advanced laundry technologies that make the clothes we wear last longer to ultimately reduce water and energy.
There is research that shows an urgent need to help people understand how to care for their clothes. It is important to encourage as many people as possible to adopt more sustainable laundry practices such as washing less or washing full loads at lower temperatures.
Electrolux as a company cannot be the only solution so their plan is to educate and inspire on how everyone can keep their clothes longer and help drive change. To demonstrate that used clothes still have value, the company did a collaboration with Swedish fashion designer duo, Rave Review, and created a collection made from discarded clothing from The Atacama Desert, the world’s second-largest garment graveyard.
The collection is designed to spark conversations around taking better care of the clothes already owned. The collection is not for sale, the purpose was to create something together with Rave Review that could inspire people to look at the clothes in their wardrobe with new eyes and think about how to best take care of them.
Rave Review has become a trademark for upcycled collections and a hot name in the international fashion industry. They have been featured in Vogue, GucciFest, won awards and their collections have been worn by Kylie Jenner and Emma Watson.
