Luxury menswear label Lestrange has teamed up with climate tech start-up Vaayu to unveil Re_Count, “world’s first lifecycle calculator with live data insights to inspire customers to cut their climate impact in seconds.”
Re_Count aims to empower customers by enabling users to understand the environmental impact of their fashion and care habits on a per-wear basis. This tool arrives at a pivotal time when the fashion industry contributes 25 per cent of global carbon emissions and is projected to surge to 2.1 billion metric tonnes in 2030.
The company said that “during the fashion-frenzy of Black Friday, it offers a new lens for customers to shop more intentionally, encouraging awareness around the impact that these purchases have on the planet over their lifespan.”
The app developed by Vaayu offers an interactive online experience that “explores shopping and aftercare habits using live data within the context of an annual carbon budget.”
The app asks a series of scenarios “to assess how decisions such as product selection and aftercare choices can extend the life of a garment and, in turn, decrease its footprint over the full product lifetime.”
This is the first time an “interactive, science-based tool of this granularity has been launched to the consumer market, quantifying emissions data live at a per-wear level to inform customer choice”, said Namrata Sandhu, Vaayu’s CEO.
“With Re_Count, we’re bringing to market a first-of-its-kind approach to empower and hopefully inspire customers to make more intentional decisions with the way they use and care for their clothes — and crucially — giving people context for how their decisions ladder back to wider science-based targets or their own carbon budget, all in an easy to explore calculator”, added Will Green, co-founder of Lestrange.
