Supermodel Lily Cole calls for all of us put on ‘soiled grundies’ to avoid wasting the planet
Supermodel Lily Cole is demanding we wear our grubby grundies for several days to save the planet.
The catwalk star, 36, is backing a new campaign to stop Brits overwashing their clothes. She wants folk to stop chucking their pants, shirts, and dresses in the machine after just one wear as it’s causing too much water and energy waste.
Lily said: “By washing clothes less frequently, we reduce water waste and extend the life of our garments, which is a simple yet powerful step toward a more conscious lifestyle. Embracing sustainable fashion means rethinking not only how we produce clothing and what we buy but also how we care for it.”
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She has become the face of the ‘Sometimes The Best Wash Is No Wash’ campaign, by eco detergent brand Ecover. One in ten of us feel pressured by society to do laundry more frequently despite knowing it’s bad for their carbon footprint, research by the firm found.
But hanging clothes on a chair for a few days could give them all the airing they need to feel fresh again. Placing worn but not dirty garments on a towel rack or a blanket ladder that leans against the wall are also good alternatives, experts say.
DIY expert Laura de Barra said: “When it’s something like a jumper and you get a stain on it spot cleaning is the way it was always done before and it’s why people had clothes lasting longer.
(Image: Dave Benett/Getty Images for Com)
“If you’ve worn something all day at work and it’s not something quite close to the body that’s got a smell or a stain on it, don’t hang it up right away, leave it to air. Hang it off the door of your wardrobe and then hang it back up and it’ll stay fresher for longer.”
It comes after climate change boffs warned constant loads of washing are killing the atmosphere. Study leader Erik Klint, of Chalmers University of Technology, Sweden, said it was important to get out the message that “most people use their T-shirt more than once”.
He added: “But also replacing washing machine use with other actions, such as airing the garments, brushing off dirt, or removing individual stains by hand.”
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