With more and more of us aware of our individual impact on the environment, sustainable living has never been more important. With damage and stains to our clothing contributing to the global issue of textile waste, caring and keeping our clothing for longer means less waste, better value and a cleaner planet for us all.

And in addition to this, it appears the UK is becoming a nation of sentimental shoppers, holding onto clothing that reminds them of a memory, according to new research.

The survey of 2,000 people conducted by AO.com and LG, found that more than half (56%) of Brits have had clothes passed down to them by another generation, with 16 years being the average age of the oldest clothing item in our wardrobes.

In fact, Generation Z were the most likely age group to have had an item passed down to them, with 84% saying so.

Despite this, when it comes to caring for clothes, more than 1 in 3 (39%) said they’ve damaged an item of clothing before by putting it on the wrong setting on the washing machine/tumble dryer.

And a further 27% admitted they don’t know what every setting on their washing machine does, and which they should use for different fabrics, even though 39% admit they do always check the care labels before washing and drying clothes.



We can choose to buy more sustainable or higher quality clothing as well as searching out second-hand and vintage pieces too and we can make sure the clothing we own is worn longer by taking better care of it through its lifetime.

LG V Series laundry appliances care for your clothing. Thanks to the the AI DD™ technology that detects the fabric weights and types and automatically adjust the setting to suit the fabric, giving 18%* more protection to your favourite clothes. While the unique LG Dual Inverter Heatpump dryer also dries your clothes at a low temperature so you can avoid clothes shrinkage, prolonging the life of your favourite pieces so your clothing stays in your wardrobe for longer than ever.



While different kinds of garments will need different levels of care, here is our guide to making sure your favourite pieces stay in rotation in your wardrobe for as long as possible and create less waste overall. Remember to always check your label first to see what works best for each piece.


*Tested by Intertek on March 2019. Cotton cycle with 2kg of underwear compared to LG Conventional Cotton cycle(F4V9RWP2W vs. FC1450S2W). The results may be different depending on the clothes and environment.

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By Kimberly Duran on 27.10.20

Guest Contributor

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