Clothes Doctor, the fashion start-up that is on a mission to encourage people to repair and alter their clothes, rather than send them to landfill, has begun a crowdfunding campaign.
Started in 2017 by Lulu O’Connor, Clothes Doctor is a mobile-based on-demand wardrobe maintenance service, offering bespoke customisations as well as simple repairs. As well as serving individual clients, it has in-store relationships with leading retailers, including John Lewis and Karen Millen.
O’Connor said of the service: “Our aim is to change the way people feel about how long their favourite pieces can last. Saving a beloved pair of jeans or a coat by repairing or customising can gift the owner years more wear. If you can repair it, you can re-wear it.”
On the first day of its campaign on the Crowdcube platform the business has raised £116,000 and is well on its way to achieving its over-funding target of £600,000.
Fashion is the third largest contributor to landfill waste and in London alone, 11 million items of clothing are thrown away every week, according to Traid, with 23% of clothes never being worn at all.
“At Clothes Doctor, we believe that extending the lifespan of clothes is a way that we can all do a little more to help protect the environment. It’s an ethos that really resonates with today’s conscious consumer,” O’Connor said.
The Clothes Doctor’s service is powered by a team of tailors in Cornwall and part of the funding will go towards developing an at-home fitting platform served by a network of approved local tailors. The company will also seek to expand its retail partnerships.