Towards Durability and Extended Lifespan – Caring for Clothes as a Sustainability Practice

Care is an increasingly important perspective in studying and defining potential paths
towards more sustainable lifestyles and consumer practices. In this qualitative study, we examine
Finnish consumers’ perceptions and practices of product care in the context of clothing consumption.
The data of the study consists of 27 thematic interviews. Our findings indicate that when considering
the purchase of a new garment, consumers are already weighing the maintenance properties of the
clothes as well as their own personal willingness to commit to taking care of the product. Consumers
expect pricy and branded clothes to be of high quality, and show more interest in taking care of them
than in maintaining more mundane and low-cost garments. Consumers also favour natural materials,
such as cotton, silk, and wool, due to their durability and ease of maintenance. During the use
phase, appreciated clothes are maintained through care practices such as washing (or refraining
from washing), ironing, and mending. Through these practices, consumers extend the lifespan of
their clothing, thus increasing the sustainability of their consumption habits. In conclusion, our study
emphasizes the role of a meaningful product relationship – based on either the economic, cultural, or
personal value of the garment – as an important motivator for product care and, consequently, more
sustainable clothing consumption.