Patagonia's European mission to make clothes better than new

Patagonia will be offering free clothes repairs and advice on how people can fix their own stuff at home on a five-country European tour.

Beginning simultaneously in the UK and Germany on April 15th and travelling to France, Italy and the Netherlands, the Euro Worn Wear Tour aims to highlight the carbon footprint of fashion and how this can be reduced simply by keeping clothes in circulation for longer. Repairs will be offered on clothes from any brand.

"Building a product that lasts and can be repaired is the very first and most critical step toward limiting our footprint on the environment," says Patagonia CEO Rose Marcario.

"We want to empower our customers to be owners, not just consumers. It's a simple but critical message: keep your gear in action longer and take some pressure off our planet."

The UK dates:

April 15th and 16th: Keswick, George Fisher and Nurture Lakeland blogger-fest

April 17th: Grassington, Fellsman Untrarun Event

April 18th and 19th: Betws-y-Coed, Wales, Moel Siabod Cafe with Save the Conwy

April 21st and 22nd: Shrewsbury, High Sports

April 23rd and 24th: Stevenage, Countryside Ski and Climb

April 26th and 27th: London, The Brokedown Palace at Boxpark with Waterkeeper

April 28th: London, The Brokedown Palace at Spitalfields Market

April 30th and May 1st: Cornwall, Down The Line Surf Shop with Save Our Sands

Citing statistics from WRAP, Patagonia notes that the related carbon, waste and water footprints of a garment can each be reduced by 20 to 30 per cent, simply by continuing to wear it for an extra nine months. The Euro Worn Wear Tour is part of Patagonia's wider Worn Wear programme and follows its 'Don't Buy This Jacket' ad in 2011.

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