Garment care brand Vanish has partnered with the British Fashion Council (BFC) to create a documentary series shining a light on a new generation at the forefront of sustainable fashion. GENERATION REWEAR, which runs across Amazon properties, addresses consumers’ excessive consumption of clothing and the culture of extreme disposability at its heart, while simultaneously celebrating the innovative designers, companies and ordinary people seeking to reduce fashion’s impact on the environment.

In recent years, our love of fashion has contributed to an environmental crisis – with the sector responsible for a staggering 4% of the world’s total carbon emissions. Globally, there are enough clothes already in existence to dress the next six generations, and in the UK, we send 350,000 tonnes of clothing to landfill annually.

Clearly, this is unsustainable – and it’s why Vanish is on a mission to promote responsible clothing consumption by helping clothes live longer.

This three-part series, created by Havas London and directed by Richard Bullock at Hungry Man, aims to inspire consumers into adopting environmentally conscious behaviours in the buying, wearing, caring and disposing of clothes. Cinematic, candid and authentic, it does so through revealing, first-hand accounts from those on the front line of fashion’s fight to become more sustainable.

Vanish - Generation Rewear

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