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DYLON Dyes to relaunch ‘Re-Dye Don’t Re-Buy’ initiative

Tom Shearsmith
03 August 2021

Fabric dyeing brand DYLON Dyes has today announced that it will relaunch its ‘Re-Dye Don’t Re-Buy’ initiative this Autumn and Winter to further the company’s mission to help the textile industry lower its carbon emissions.

The campaign is in direct response to a new academic report commissioned by DYLON Dyes that looks into the environmental impact of consumers buying new clothes versus re-dyeing existing garments.

66% of respondents admitted to buying the same or more garments than they were two years ago. 1 in 3 (34%) responded that they now consciously buy less clothes, citing the environmental impact as one of the key reasons.

Video content will be launched on social platforms including Facebook, Instagram and Youtube, along with simple how-to guide for making old clothes look brand new and colourful again.

This will be complemented by user generated content from revered fashion influencers who dominate these platforms and the release of the brand’s first fashion capsule collection.

Rebecca Bland, Senior Brand Manager at DYLON Dyes, comments: “We are thrilled to be supporting efforts in the fashion industry to build a more sustainable future. The Re-Dye Don’t Re-Buy goal is to help educate consumers on how easy it is to revive and recycle garments whilst significantly helping the environment and saving consumers money.

“Currently 300K tonnes of UK household textile waste goes to landfill or for incineration each year, but much of it could be recycled. We’re hoping that our initiative will urge people to first dig into their wardrobes to see how they can revolutionise their wardrobes and transform their existing clothes with DYLON Dyes Machine Pods before making new purchases.”

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