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BY KATIE - MYGREENPOD, 27 February '16
Tom Cridland launches jacket with a 30-year guarantee during London Fashion Week
Hot on the heels of The 30 Year Sweatshirt’s success, 25-year-old British entrepreneur Tom Cridland is launching The 30 Year Jacket as an international sustainable fashion campaign during London Fashion Week.
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The 30 Year Jacket is a men’s jacket that is so durably made that it’s backed with a 30-year guarantee. It’s being launched today (Saturday 27 February) during London Fashion Week in a bid to encourage an industry trend towards protecting our natural resources by making durable clothing. Tom also hopes to encourage consumers to think about the way in which they consume fashion.
The 30 Year Jacket is handmade by craftsmen and seamstresses in Portugal, who have been making beautiful clothing like this for more than 50 years. The craftsmen and Tom Cridland decided on the length of the guarantee together to ensure it’s no gimmick.
‘Since opening the Tom Cridland shop in London, we have been inundated with offers of free labour in the form of internships. Despite being a start-up with a modest turnover we think an arrangement like this would simply be exploitative. On speaking with others in the industry, we discovered that big luxury brands turning over millions can have as many as nine unpaid interns per employee.’
Success so far
Tom founded the brand, Tom Cridland, at the age of 23. He used a small £6,000 government start-up loan two years ago and is now turning over £500,000.
Tom Cridland has made trousers for Leonardo Di Caprio, Rod Stewart, Ben Stiller, Frankie Valli, Hugh Grant, Daniel Craig, Stephen Fry, Brandon Flowers, Robbie Williams, Stephen Merchant, the Elton John Band, Nile Rodgers and Jeremy Piven.
The 30 Year Sweatshirt
Tom Cridland’s 30 Year Sweatshirt received 316% of its funding, with £9,481 of a requested £3,000 raised on Indiegogo.
‘This is a campaign against fast fashion (which damages the environment, costs customers more, and undermines designers and brands who make truly durable clothing) in the form of a loopback sweatshirt that is so well made we guarantee it to last for thirty years.’
Like The 30 Year Jacket, the aim of The 30 Year Sweatshirt was to put an end to planned obsolescence in the industry that causes a needless cycle of consumption and waste. A combination of technology, premium fabrics and old-school craftmanship mean the sweatshirt’s built to last.
In partnership with the charity Deki, The 30 Year Sweatshirt supported entrepreneurs living in abject poverty by giving them grants to work on their businesses. 10% from every 30 Year Sweatshirt ordered was donated to the cause.
Built to last a lifetime
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