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AEG – a subsidiary of the Swedish multinational manufacturer of household appliances, AB Electrolux – has launched a campaign to promote sustainable clothing care habits. According to a statement released on Tuesday, AEG said it is launching a new care label, called Don’t Overwash in partnership with players in the fashion industry to correct old laundry habits with the objective of prolonging the lifespan of clothes and for the benefit of the environment.

The Electrolux Group said 90% of clothes are discarded due to several reasons including faded colours, shrinkage and misshaping. The company said this could change with better care habits, which is why it launched the Care Label Project.

“Aftercare of clothes has a great impact on both the longevity of clothes and the environment,” said Henrik Sundström, Vice President Sustainability Affairs at Electrolux. “However, our care habits have not changed in a very long time, even though we now have modern technologies that can prolong the life of our clothes and be more gentle to the environment, if used correctly.”

The Stockholm-headquartered company is globally recognised for its actions to reduce emissions and mitigate climate change. As part of its sustainability campaign, For the Better, it has a new target to cut its carbon footprint in half by 2020.

The care label and care guide under the 'Don't Overwash' project is designed to educate consumers and the industry on how to care for their clothes in a modern way that is less damaging for both clothes and environment. ‘Don’t Overwash’ aims to change old laundry habits by providing instructions in three main categories: Dry Clean Only, Lower Temperatures and Wash Less.

The Modern Care Guide is available on AEG’s website, with up-to-date tips on how customers can care for their clothes.

Test runs on the new ‘Don’t Overwash’ care label and guide have been conducted in collaboration with 14 budding European designers. Other partners in the project include, Woolmark Company, Fashion Revolution, Not Just A Label (NJAL), Adidas and Houdini.

Care labels are suggestions on how to do laundry. In a study conducted by AEG, more than half of consumers said they rely on care labels to feel confident when doing their laundry. However, a third find them confusing.