Washing with care

Nothing hurts the soul more than getting rid of clothing because you have to, not because you want to. Maybe it’s a hole that can’t be repaired, a stain that can’t be removed or simply because it’s just not as bright as it used to be. But, what if we told you there was a way to keep it around just a little longer or to help preserve it for a new home when it’s no longer trendy? 

After lots of research, many sustainability conferences and collaboration with our partners at Ocean Wise, the team at Joe Fresh decided it was time to embark on a ‘sustainable wash care’ journey. Our organization is already doing so many great things when it comes to the environment, so why not add one more to make an even bigger impact?  

Say hello to our new cold-water washing care content labels.  

We already know that washing in cold water helps reduce shrinkage, stains and wrinkles, but why else should we do this? 

According to research conducted by Ocean Wise’s Plastics Lab, using warm or hot water to wash clothing in a standard home laundry cycle increases the shedding of microfibres that make their way into the ocean, lakes and rivers. Using these water temps also consumes more energy and reduces the lifespan of a garment wearing it out faster. Washing both cold and less, reduces energy consumption and microfibre shedding, which has a more positive impact on the environment.  

Melissa Hobb, Director of Quality Assurance and Sustainability for Joe Fresh, describes how this initiative came about, from the foundation of focusing on customer engagement.  

From there, a lightbulb moment occurred and following through on this idea was a no-brainer. With the Loblaw-Ocean Wise partnership already in place, the Joe Fresh team wanted to take a deeper dive on ways to reduce the impact that apparel has on our water systems, and how we can share this knowledge with customers supporting a cause that’s near and dear to our hearts. 

The end result – nine simple words printed in bold, black font attached to the inside of all Joe Fresh branded products that can be machine washed. ‘Wash cold. Wash less. Donate when no longer needed.’ Minimal messaging with the goal of making a big impact. 

This really was a passion project for everyone involved. Although important, it’s not just about longevity or the impact this change could have on the environment. It’s more than that.  

It’s about engagement and education for both our customers and our employees on a deeper level than before. Working together to honour our commitments and understanding the impact apparel has on the environment during the entire lifecycle of the garment, regardless of how many homes it makes its way into. It’s also that fuzzy feeling of knowing that an item has been cared for, prolonging that lifecycle even more.  

“The most beautiful aspect of this project was working with so many different teams to bring it to life,” says Melissa. “It truly takes a village sometimes and with this one, it really did.” 

Cold water washing care content labels aren’t the only sustainability initiative Joe Fresh has on the table, as the team is doing many other things to that are environmentally and socially conscious as well. Click here(Open in a new tab) to learn more about their journey to a more sustainable future.