‘Wash It Better, Love It Longer’, Downy Challenges Clothing Lovers to #30wears

Research shows more than 40% of consumers wear clothes less than 10 times before throwing them away

  • Importance of how to wash and treat clothes confirmed as shoppers claim that clothes lose their fit, feel and color after fewer than five washes
  • Adopting the Long Live Fashion Formula means we can quadruple the life of our clothes
  • Research by Downy reveals social pressure as one of the drivers of throw away fashion mentality
  • Downy in Call to Action to amplify Livia Firth’s #30wears challenge

COPENHAGEN, Denmark--()--Last night at the Copenhagen Fashion Summit, Downy encouraged fashion enthusiasts to ‘Wash it Better, Love it Longer’ by announcing a #30wears challenge call to action. By adopting the “Long Live Fashion Formula” of quick cycles, using quality detergent and fabric conditioner, we can extend the life of our clothes by up to four times, reducing the environmental impact and cost associated with purchasing new garments, keeping them out of landfill and saving money.

Specially commissioned research from Downy revealed that while 39% of people planned to wear the last item of clothing they purchased more than 30 times, in reality more than 40% throw away clothes after less than 10 wears. Almost 70% of people stated the main reason they get rid of clothes is because they lose their shape, fade or start to look old, demonstrating a significant opportunity for extending the life of clothing through better care. Encouragingly, 85% of consumers said they would be willing to change their habits by keeping clothes longer.

Bert Wouters, Global Vice President Fabric Enhancers at Procter & Gamble commented: “Building on our Long Live Fashion Formula, which quadruples the lifetime of clothes, Downy is delighted to lead this Call to Action of ‘Wash it Better, Love it Longer’ through the #30wears challenge. By doing so, we aim to drive real industry change through the impact that better laundry habits can make to the longevity of clothing.”

Supporting the ‘Wash it Better, Love it Longer’ initiative and the #30wears Call to Action, Downy is also pleased to share ambitions for a new global movement spearheaded by a panel of online fashion influencers across multiple countries. These partners will choose a favorite piece of clothing and consciously wear it at least 30 times while applying the Long Live Fashion Formula to maximize the longevity of their clothing. They will share their journey on social media and encourage others to do the same.

Virginie Helias, Chief Sustainability Officer at Procter & Gamble commented: “The Downy ‘Wash it Better, Love it Longer’ program is a great example of how brands inspire and enable responsible consumption, bringing to life our recently announced Brand 2030 criteria. Through this framework our leadership brands can make sustainable lifestyle irresistible for the five billion people we touch each day.”

Keeping clothes for longer has a wider positive impact even beyond the environmental savings associated with clothing production. This is demonstrated by P&G’s soon to be published academic research (https://rlsd.co/p/1MM_RA), demonstrating that most microfibers are released in the first few washes.

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IMAGES AND INTERVIEW REQUESTS: To arrange interviews from the Summit, please contact Becky Hudson. For photography and any other media requests, please contact the press office or go to the multi-media release: https://rlsd.co/p/1MM_RA

Notes to Editors

P&G launched the clothes longevity initiative by Downy and Lenor as one of the first under P&G’s Ambition 2030, the company’s overarching sustainability goals, aimed at enabling and inspiring responsible consumption among consumers.

According to WRAP, clothing has the 4th largest environmental impact after housing, transport and food. Extending the active life of half of UK clothes by nine months could save 8% carbon, 10% water and 4% waste per ton, whilst washing and care of our clothes accounts for a third of carbon footprint of clothing and more than 25% of post-consumer clothing ends up in the household waste bin.

We surveyed a sample of 1,000 people per market aged between 18 and 44 across the US, UK, Germany, France, China and Canada in May 2019 on their attitudes towards clothes longevity.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About Copenhagen Fashion Summit

Since its first edition in 2009, Copenhagen Fashion Summit has established itself as the world’s leading business event on sustainability in fashion. Convening major fashion industry decision makers at a global scale, the Summit has become the nexus for agenda-setting discussions on the most critical environmental, social and ethical issues facing our industry and planet.

Contacts

P&G Media Contact in Copenhagen
Becky Hudson
becky.hudson@ketchum.com
+44 (0)7986 279519

Sofiat Kolawole
Sofiat.kolawole@ketchum.com
+44 (0)7577 724697

P&G Media Contact in Press Office
Paula Smedley Baker
Paula.Baker@ketchum.com
+44 (0) 20 3755 6524

P&G Media Contact in US
Lindsey Warriner
Lindsey.Warriner@ketchum.com
+1 (415) 984-6172

Contacts

P&G Media Contact in Copenhagen
Becky Hudson
becky.hudson@ketchum.com
+44 (0)7986 279519

Sofiat Kolawole
Sofiat.kolawole@ketchum.com
+44 (0)7577 724697

P&G Media Contact in Press Office
Paula Smedley Baker
Paula.Baker@ketchum.com
+44 (0) 20 3755 6524

P&G Media Contact in US
Lindsey Warriner
Lindsey.Warriner@ketchum.com
+1 (415) 984-6172