Textile chemicals specialist Dylon Dyes has announced that its ‘Re-Dye Don't Re-Buy' initiative will be relaunched this Autumn and Winter to assist the textile sector to reduce its carbon footprint and encourage the consumers to better care for their garments.

The campaign is in direct response to recent academic research commissioned by Dylon Dyes that examines the environmental effect of customers purchasing new clothes vs re-dying old ones. 66% of respondents said they bought the same or more clothes as they did two years earlier. One-third of respondents (34%) said they now buy less garments on purpose, citing environmental concerns as one of the main reasons.

Video material, as well as a simple how-to guide for making old garments appear brand new and colorful again, will be released on social media sites such as Facebook, Instagram, and Youtube. User-generated material from well-known fashion influencers who dominate these platforms will be supplemented by the launch of the brand's first fashion capsule collection.

Rebecca Bland, Senior Brand Manager at Dylon Dyes, said that they’re pleased to be supporting the campaign in the fashion industry to develop a more sustainable future. The objective of Re-Dye Don't Re-Buy is to educate customers on how simple it is to revive and recycle clothing while also benefiting the environment and saving money.

Bland added that currently, 300,000 tonnes of domestic textile waste is disposed of or incinerated in the United Kingdom each year, although much of it could be repurposed. They hope that by launching this campaign, people will be inspired to look through their closets and discover how they can alter their old items using Dylon Dyes Machine Pods before making new purchases