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LONDON – Textile chemicals specialist Dylon Dyes has launched a new initiative encouraging consumers to better care for their garments, and will make resources available such as how-to guides.

It comes after a report, commissioned by Dylon, highlighted that 66 per cent of respondents were buying the same, if not more, apparel than two years ago.

“We are thrilled to be supporting efforts in the fashion industry to build a more sustainable future. The ‘Re-Dye Don’t Re-Buy’ goal is to help educate consumers on how easy it is to revive and recycle garments whilst significantly helping the environment and saving consumers money,” said Dylon’s senior brand manager, Rebecca Bland.

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