Dylon Dyes has partnered with Christopher Raeburn, Creative Director of responsible design company Raeburn for a campaign to promote upcycling of old garments.
Taking three simple garments – a t-shirt, button down shirt and a pair of jeans, Dyes aims to demonstrate how consumers can take old and discoloured pieces from their wardrobe and inject life into them at minimal cost and effort.
The partnership follows new research commissioned by Dylon Dyes, which reveals that British consumers splash out on average £1,807 annually to keep up with the latest trends.
The research also found that in 2019 consumers binned an average of 12 items of clothing from their wardrobes, contributing to the rise of disposable fashion.
Commenting on the new partnership, Rebecca Bland DYLON Dyes Senior Brand Manager said: “We are delighted to be working with Christopher on this campaign as RAEBURN’s ethos of responsible design is very synonymous to what we stand for as a brand.”
“It is reported that around 300,000 tonnes of textile waste ends up in household black bins every year, which is then sent to landfill or incinerators. By getting creative and upcycling what’s already in your wardrobe, consumers can transform and extend the life of their clothes, which can benefit both the environment and their wallets.”
Christopher Raeburn added: “I have been an avid fan of Dylon Dyes since using them countless times during my college years studying fashion, so I am really excited about this partnership. Upcycling or rejuvenating clothes instead of discarding them is a simple way for anybody to reduce their impact and be more responsible – an element which has been at the heart of my business since its inception.”
Dylon’s website currently includes step-by-step instructions on how to take old and discoloured clothing from their wardrobe and create new pieces.