Recently named Australian Fashion Laureate finalist A.BCH has launched its 'Rituals of Care' campaign, educating consumers on how to properly care for their garments.
The label, which was named as a finalist in the Sustainable Innovation (Emerging Designer) category, operates using a three-season calendar - Birth, Life and Afterlife - instead of the traditional calendar of spring, summer, winter and autumn.
The Rituals of Care campaign runs to the end of 2020 and falls into the Life category, helping to educate consumers on how to care for their garments to prolong the lifespan of them.
A.BCH founder Courtney Holm says that the ‘Birth’ season focuses on the creation of garments, and the ‘Afterlife’ season explores how clothes can be recirculated in a sustainable way at the end of their life span.
"Traditional ‘seasons’ as a concept is a direct contradiction to our philosophy of slow fashion, which is why we’ve never had them.
"All of our pieces are designed to be worn all year long, and not date.
"But we thought why not flip the concept and create our own ‘seasons’ as a way to educate people about the role they play in sustainability and how to get the most out of their garments.
"We’re running this ‘Rituals of Care’ campaign because we know that how clothing is looked after is key to how long it lasts, and therefore ensures it has a more positive impact on our world.
"While it seems a little elementary to be teaching people how to care for clothing, so many people say to us that they’ve accidentally ruined items through how they wash, treat or dry their clothes," she said.
As part of this education process, all customers are sent a comprehensive care guide that explains how to get the most out of the garment that they just purchased.
The label also offers free repairs for all its garments, with an unlimited time period.
Additionally, all A.BCH garments are handmade in Melbourne from ethically-sourced, locally manufactured organic fibres that are recyclable and compostable after use.