As 2024 comes to a close, the fashion industry takes stock of its gains and losses, especially in all things related to climate targets. Brands, especially the big players, are a ways from meeting the lofty de-carbonization goals they set out for 2030. It's a dismal outcome considering how fashion consumers are constantly being bombarded by marketing campaigns that greenwash them into "buying better." But here's where I find myself often conflicted. How can a brand call itself sustainable when its primary goal is to persuade customers to acquire the newest and latest? Does buying sustainably-made products mean it's okay to consume more?
Excessive consumption is at the root of our climate crisis. Simply put, there is no buying our way into a more sustainable future-no matter how green, slow or eco a product might be. We can, however, consider creative ways to recycle, reuse, and resurrect old garments to give them an afterlife. Apart from buying vintage, aftercare of garments presents itself as a sound and viable solution to our looming climate crisis. It is also an easy and accessible way for anyone to ensure that clothes and other fashion items stay in shape -- for longer use or to sell in the pre loved market.
The Lab Co Founder Tess Richards shares, "The fashion industry's sustainability conversation often ends at production. But without proper aftercare, garments end up in landfill prematurely. Fabric degradation from improper care like use of harsh detergents and incorrect washing methods is one of three main reasons garments are discarded."
After working as a fashion creative director for 25 years, Tess realized the need for real solutions that would help control the overflow of landfill. Just before the pandemic broke in 2020, she launched an innovative garment and home care brand that merges clean, plant-derived ingredients, highly specialized formulations, and aromatherapy. "We have worked with top global chemists to create formulations and fragrances that not only meet global safety standards, but exceed them," says Tess. "Our products are made of plant and mineral, biodegradable ingredients, free from harsh chemicals such as ammonia, DEA, macrocyclic musks, parabens, phthalates, polycyclic musks and silicones without any compromise on performance. They're dermatologically-tested, safe for sensitive skin, and designed to enhance garment longevity while being eco-innovative."
The Lab Co. presents a comprehensive range of products formulated to keep clothes in pristine condition for longer. These include laundry detergent strips, laundry mists, and liquid detergents. The brand also offers a wide selection of kits that make it easy to care for denims, cashmere, wool, sleepwear, sportswear, and delicates.
Tess furthers, "What truly sets us apart is the sensory experience we offer. Our fragrances elevate the process of garment care, combining functionality with emotional resonance." The idea was to transform routine chores into moments of well-being. Aromatic plant-derived ingredients are incorporated into formulas that bring together function and fragrance. For example, cedar wood is also a moth deterrent while peppermint works as an antibacterial agent.
According to independent testing and user feedback, formulations by The Lab Co have kept garments stay in shape up to three times longer. Tess elaborates, "Fabrics like cashmere retain their softness, colors stay vibrant, and technical garments maintain their performance. Our products preserve not just longevity but the quality and feel of garments as if they were new."
Brand collaborations have played an integral part in The Lab Co.'s success. It launched at Selfridges in 2020, which helped build a cult following for the fledgling label. This was soon followed by partnerships with Paul Smith and Mr Porter. "Afterlife should encompass a garment's journey from design to disposal," opines Tess. "Retailers often miss the opportunity to offer aftercare at the point of purchase, where education could begin." Instead of simply stocking Mr. Porter and Paul Smith with products, The Lab Co. co created aftercare kits designed and formulated specifically for their garments and even sneakers.
"These collaborations weren't just about extending garment life" Tess says. "They elevated the customer experience. By pairing our expertise with their brand power, they demonstrated a commitment to sustainability and thoughtful curation." Customers have responded positively to the added value of having aftercare products made readily available. This has inspired more brand collaborations in the worlds of design and fragrances in 2025.
Tess ends, "At The Lab Co., aftercare is more than preserving garments. It's about honoring the craftsmanship, resources, and personal stories behind each piece. We are committed to preserving items to extend their lifespan, support the thriving resale market, and minimize waste in the apparel and accessories industry."