Goldwin Inc. is advancing initiatives to promote a culture of using clothing for longer. The measures introduced include its own repair service, Repair Club, expanded repair support and efforts to spread a culture of repair.
Fashion company Goldwin Inc. is promoting a long-life culture in which clothing is used for longer from a sustainability perspective. Encouraging repair requires not only an emotional attachment to products but also systems that enable long-term use, and approaches to design and development centred on repair are being discussed alongside research by FRL.
In addition to repairing its own products, the company established Goldwin Repair Club to promote repair. Its policy is to encourage use through free participation, with self-repair as the basic approach, aiming to foster a culture of repairing products oneself rather than assuming that repairs will be outsourced.
The company also refers to efforts to lower the barriers to repair experiences through collaboration with external organisations including URC.
Administrative support is considered essential to expanding repair, and measures such as France’s European Bonus Réparation scheme are being discussed in Japan. The company also discusses the potential introduction of a digital product passport (DPP), exploring how linking product data through NFC/QR codes could improve service quality and buyers’ understanding.
Conditions for making repair a viable business include creating long-term value, collaborating with other industries and feeding data back into product development. Goldwin Inc. is also pursuing upcycling and circular actions, including collecting and reusing athletes’ uniforms and developing Green Baton initiatives that connect products’ end-of-life pathways with their stories.