Emotionally Durable Design:
A Solution to throw-away fashion?

What are the items in your wardrobe that you really value and would never even consider getting rid of?

Whether it's a t-shirt that you wore on your first day of college, a pair of boots that have accompanied you on countless adventures, or a jacket that was passed down by a family member; these are examples of an emotional connection to clothing. These garments that we love have been worn numerous times; they may be faded and well-used but this just adds to their charm. These items have become a meaningful symbol in our lives, whether they remind us of a fond memory, give us a sense of identity or they've simply experienced important stages of life with us.

It's no secret that the fashion industry has an overconsumption and waste problem.

The rate of clothing consumption increased by 60% from 2000 to 2014 and is only continuing to rise, while the average consumer only wears an item seven to ten times before it is discarded. A concerning statistic suggests that 87% of clothing ends up being disposed of through landfill or incineration, and although recycled fibres have become a popular approach for sustainability, only 1% of textiles are actually being recycled. This is wasting the limited resources and energy consumed by producing a garment, and in the case of fabrics like polyester, leaves behind fibres which could take centuries to biodegrade.

Emotionally durable design aims to address the culture of constant consumerism and throwaway clothing by encouraging a shift in consumer behaviour through design.

Most of us consider 'durability' in terms of physical durability; creating clothing that will withstand multiple wears. This could include utilizing stronger, longer-lasting materials or reinforced seams to increase the lifespan of a product. Physical durability comes naturally within the design process; it signifies quality to consumers and makes commercial sense for fashion brands.

The concept of emotional durability is less acknowledged in the fashion industry. Emotionally durable fashion fulfils user needs by developing deeper value through narratives, meaning and attachment. This approach includes enabling customisation, utilising materials which age well and fostering social connections through production or wear. It has been suggested that these types of ideologies related to clothing are more effective than physical durability when it comes to preventing the unnecessary disposal of garments.

In any case, implementing both physical and emotional durability within fashion garments is a recipe for success in extending garment lifecycles and in turn, reducing waste.

When designing garments and sourcing materials for emotional durability, you may want to consider the points below:

Prioritise Quality
The first step towards emotionally durable fashion is prioritising quality. High-quality clothes not only last longer physically, but they also tend to be valued more by the wearer. They become investment pieces, things to be cared for and maintained.

Timeless Design
Fashion that lasts should be timeless rather than trendy. Designs should last through multiple seasons and even years. Emphasizing classic cuts and versatility allows garments to be worn again and again, without looking dated.

Better With Each Wear
Choosing fabrics that look and feel better as they age will allow consumers to experience how the garment has adapted and changed with them. This is particularly effective with denim or leather styles.

Customisation and Personalisation
When people are involved in the creative process of their clothes, they feel a stronger connection to the product. This could be done through techniques like allowing consumers to design their own print or encouraging consumers to add DIY elements at home.

Maintenance and Repair
Designing garments that can easily be repaired and providing resources for customers to learn about darning, sewing buttons or visible and invisible mending encourages extended use of clothing in a fun and empowering way.