NOT JUST A LABEL and AEG have annouced the launch of The Care Label Project. Alongside selected industry partners, AEG has announced a new care label symbol that will be added to 18,200 garments of participating designers: ‘Don’t Overwash’. Don’t Overwash means inviting customers to wash less, and at 40°C degrees or less. AEG has invited fashion houses globally, including selected NJAL designers to implement the awareness campaign within their garments. In 2016 AEG and NJAL selected a handful of designers from their community to launch an exclusive collection of designer garments for a 2017 campaign, with lab tested care advice and a modern fabric guide. The initiative is a long-term collaboration aiming to deliver smarter washing technologies and fabrics, that can create a new sensitivity towards fabric care. The goal is for consumers to shop less, better and take care of their investment pieces so that they can be worn more than just one season.

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