Houston...

March 09, 2022

Disposable T-shirts have become a major problem...we may have a solution.

Need reminding? The fashion industry is in a mess. And, when it comes to T-shirts, it’s about redefining how messy a mess can get.

There are so many T-shirts produced around the world that we may as well set up an international T-shirt Wastage Tournament. Mind you, given that we’re now hosting the Winter Olympics on fake snow and playing the World Cup in deserts, maybe that’s on its way too.

T-shirts have become the plastic knives and forks of the clothing industry: a symbol of our throwaway culture and unrestrained mass consumption.

To apply some hard numbers to our favourite soft garment, we asked research institute Kantar to take a look at the French T-shirt market and tell us what’s going on. We also asked you, our customers, to tell us more about how you go about buying T-shirts. 6,407 of you spilt the beans, warts and all.

And sadly before you ask, yes - we do seem to have a problem.

We thought there might be an issue, and there is. And it’s a big one.

To summarise: We are constantly buying badly made T-shirts that fall apart and need replacing, and a load of our tees we never even wear. But unfortunately, it gets worse... when it comes to the production methods we are supporting.

- For the workers

Producing really cheap Tees means poor working conditions for the people making them

- For the planet

It exhausts our planet’s resources (growing the raw material, production, transport, successive washes, etc)

- For the buyers (hi that’s all of us)

Replacing our clothes more often than our phone Apps is exhausting

After all that, we have some good news - We at Asphalte have developed a solution to all this: A heavyweight, organic cotton T-shirt, with a great cut and a top-dollar collar that doesn’t let you down.

Programmed obsolesce was never our thing. Especially since it only works until you realise there’s no Planet B or you‘re letting underpaid workers be exploited to support our shopping habits. So it might be just one small step, but if you’re in the market for a T-shirt that won’t end up in landfill in two months’ time, you’ll probably want to hear about how we worked on ours so it’s the last one you have to buy for quite some time.

* Source : Kantar 2022

** Source : Asphalte study 2022

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