US outdoor apparel brand Patagonia is offering to teach its customers how to carry out their own repairs so they can make their garments last longer.
The company has launched the concept - in partnership with the iFixit online repair swervice - as part of its Worn Wear initiative to make its clothing last longer.
Patagonia already repairs damaged items for customers through Worn Wear, as well as reselling used clothes, but will now also be offering online tutorials to help them carry out their own repairs.
"While Patagonia clothing is designed to be tough enough to endure the elements during outdoor exploration, a little wear and tear can occur with prolonged use," a company statement said.
"Via its Worn Wear initiative, the brand not only accepts and repairs damaged items but also empowers customers to make their own repairs through online tutorials.
"Through its partnership with iFixit, Patagonia customers can learn basic sewing techniques like sewing a button or how to thread a sewing machine, while product guides across a variety of categories like outerwear and luggage help with even more advanced repairs like replacing zippers on jackets or handles on bags and leather goods."
Patagonia is also giving customers the opportunity to bring their damaged products to be repaired by professionals at a series of sponsored events around the US.
"By enabling customers to make repairs to their goods as well as keep what they already own, Patagonia adds value to its brand by making customers feel like their clothing is something to keep for a lifetime, further strengthening the connection they feel with the brand," the statement added.
Source: EcoTextile News
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