Luxury menswear brand Lestrange has joined forces with climate tech start-up Vaayu to introduce Re_Count, the world’s first lifecycle calculator that provides real-time data insights. This groundbreaking tool seeks to inspire customers to make environmentally-conscious choices in the fashion industry by offering actionable tips that can potentially reduce emissions by up to 50% per wear.
The retail industry accounts for a staggering 25% of global carbon emissions, and by 2030, the fashion sector is expected to produce a staggering 2.1 billion metric tons of emissions. In light of these alarming figures, it is imperative that consumers understand the environmental impact of their fashion decisions. Vaayu’s interactive app empowers customers to explore their shopping and aftercare habits in the context of an annual carbon budget, providing a comprehensive understanding of their individual contribution to carbon emissions.
During the Black Friday shopping frenzy, Re_Count provides customers with a fresh perspective on their purchasing choices, encouraging them to embrace conscious shopping and recognize the long-term impact of their purchases on the planet. By answering a series of questions, customers can simulate different scenarios and evaluate how their decisions, such as product selection and aftercare practices, can extend the lifespan of their garments and reduce their carbon footprint.
Additionally, the app demonstrates the fluctuating carbon dioxide equivalent (CO2e) impact of making minor changes, such as tweaking washing methods. This feature enables consumers to comprehend how their choices directly influence their environmental footprint. The app simplifies the complex data, allowing customers to easily navigate through different options and observe how adjustments like wearing a garment for a longer period between washes or lowering the washing temperature can either increase or decrease the overall carbon footprint of the garment.
Namrata Sandhu, the co-founder and CEO of Vaayu, emphasizes the significance of this interactive tool, asserting that it represents the first science-based calculator of its kind introduced to the consumer market. By quantifying emissions data on a per-wear basis, Re_Count provides customers with valuable information to inform their purchasing decisions. Will Green, co-founder of Lestrange, underlines the importance of considering every stage of a product’s lifecycle to mitigate the fashion industry’s environmental impact. Both Lestrange and Vaayu aim to empower customers with Re_Count, offering them the ability to make more intentional choices while providing context regarding how their decisions align with science-based targets or their personal carbon budget.
As consumer consciousness regarding sustainability grows, tools like Re_Count enable individuals to actively participate in efforts to promote sustainability. By understanding and reducing their carbon footprint, customers can contribute to a more sustainable fashion industry and a healthier planet overall.
