In a groundbreaking collaboration, luxury menswear brand Lestrange has partnered with climate tech start-up Vaayu to launch Re_Count, the «world’s first live data lifecycle calculator.» This cutting-edge tool aims to empower eco-conscious consumers to make informed and sustainable fashion choices effortlessly.
As the fashion industry grapples with its environmental impact, Re_Count stands out by providing real-time insights into the carbon footprint of fashion choices. Developed by Vaayu, the app offers an interactive online experience, allowing users to explore shopping and aftercare habits within the context of an annual carbon budget.
Given that retail contributes to 25% of global carbon emissions and the fashion sector is projected to generate 2.1 billion metric tons in 2030, Re_Count addresses a critical need for awareness and conscious decision-making in consumer behavior.
Re_Count enables users to assess the environmental impact of their fashion choices through a set of questions. Users can understand how decisions, such as product selection and aftercare practices, impact the lifecycle of a garment. The tool reveals that simple adjustments, like modifying washing methods or extending the time between washes, can significantly reduce emissions per wear, potentially by up to 50%.
Launching amid the Black Friday shopping frenzy, Re_Count aims to provide consumers with a fresh perspective on their purchases, fostering intentionality and awareness regarding the long-term impact of each garment.
Namrata Sandhu, Co-founder and CEO of Vaayu, emphasized the groundbreaking nature of Re_Count, being the first interactive, science-based tool to quantify emissions data at a per-wear level in the consumer market.
Will Green, Co-founder of Lestrange, underscores the significance of considering every phase of a product’s lifecycle to bring the fashion industry’s footprint within planetary boundaries. Re_Count represents a pioneering approach to empower and inspire customers to make intentional decisions, providing valuable context for their choices in alignment with science-based targets and personal carbon budgets.
Re_Count emerges as a vital tool in the journey toward a more sustainable and conscious fashion industry, aligning with the growing demand for eco-friendly and informed consumer practices.