Japan: I-ne introduces ReWEAR, a new line of fabric softeners designed to extend garment lifespan and combat clothing waste, featuring advanced enzyme technology and two distinct fragrances. The launch aims to address Japan’s significant clothing waste issue and promote sustainable fashion practices.
I-ne, the company known for its brands “BOTANIST” and “YOLU,” has announced the launch of its new regenerative fabric care line named “ReWEAR.” This brand introduces a “regenerative fabric softener” designed to improve the longevity of garments by utilising advanced enzyme technology. Two variants of the product are being offered: a 500mL bottle priced at 880 yen and a refillable 800mL option available for 1320 yen.
The fabric softener aims to tackle the issue of clothing waste in Japan, where the Ministry of the Environment reports that the nation grapples with a yearly clothing supply of 798,000 tons, of which 731,000 tons are discarded. Among these, approximately 470,000 tons contribute to waste. This circumstance is attributed to a market increasingly dominated by low-priced apparel and a shifting culture that embraces rapid style changes. Data indicates that extending the lifespan of clothing by merely one year could help alleviate waste by over 40,000 tons, highlighting the rising awareness surrounding sustainable fashion and the environmental implications of clothing consumption.
In response to these challenges, ReWEAR’s fabric softener is crafted to promote the idea of “valuing and using clothes for a long time.” The product features enzymes developed in Denmark, specifically engineered to address clothing waste. These enzymes target damaged and fuzzy areas of fabric, effectively breaking down and removing excess fibres, thereby restoring garments to a smoother and more vibrant state.
The fabric softener comes in two distinct fragrances: “Classic Rose & Musk,” noted for its warm and soft aroma, and “Fresh Citrus & Green,” which offers a refreshing and clear scent.
ReWEAR products are readily accessible through various online platforms, including the brand’s official store, Rakuten, Amazon, Qoo10, and ZOZOTOWN. Additionally, sales will expand to Yahoo! Shopping and auPAY Market starting from April 1. With its innovative approach to fabric care, ReWEAR aims to promote sustainability in the clothing industry and encourage consumers to reconsider their relationship with their garments.
Source: Noah Wire Services
