In response to heightened awareness about the environmental impact of the fashion industry, an increasing number of sustainable cloth startups are emerging. Departing from the conventional fast fashion model criticized for its negative ecological effects, these startups focus on employing eco-friendly materials and sustainable production methods, such as organic cotton, recycled fabrics, and low-impact dyes.
One standout player in this movement is Clothes Doctor, a London-based eco-friendly clothing care business that recently secured £1M in funding. Led by the Cornwall & Isles of Scilly Investment Fund (CIOSIF), this funding round also attracted support from notable figures like Joanna Jensen, founder of Child’s Farm, Founders Factory, FSE Angel Network, and existing private investors.
The infusion of capital is earmarked to fuel the growth of Clothes Doctor, responding to the escalating demand for sustainable wardrobe solutions. Additionally, a portion of the funding will facilitate international expansion, with strategic hires planned across marketing, operations, and sales departments.
Lulu O’Connor, Founder of Clothes Doctor, emphasizes the company’s ethos of “loving your clothes for longer.” She notes that by extending the life of clothing by just nine months, individuals can significantly reduce the carbon, water, and landfill footprint of their wardrobes. The expansion of Clothes Doctor’s business aims to empower more people to utilize their product range for washing, repairing, and caring for their clothes, thereby prolonging their lifespan and contributing to landfill reduction.
Established in 2017 by Lulu O’Connor, Clothes Doctor started as a clothing repair business and has evolved into an eco-clothing care brand. Offering a range of eco-friendly laundry care products, the platform operates through direct-to-consumer and wholesale channels. Its product lineup includes detergents, fabric softeners, stain removers, scent bags, brushes, and combs.
Clothes Doctor’s products, available across five continents with 35 different lines, claim to be fully biodegradable, ocean and animal-friendly, and infinitely recyclable in an efficient closed-loop system. The company experienced a remarkable 270% growth last year and has established partnerships and stockists, including prominent names like Ocado, Harrods, Net-A-Porter, Hush, Whistles, Gant, Johnstons of Elgin, John Smedley, Karen Millen, and more.
Meg Salt, Investment Manager, Cornwall at The FSE Group, acknowledges the expertise and determination of Clothes Doctor’s all-female team. She underscores their commitment to providing eco-friendly solutions in response to the fast fashion crisis, expressing anticipation for the company’s future trajectory. Clothes Doctor stands as a beacon in the pursuit of sustainable practices within the fashion industry, addressing the pressing environmental concerns associated with clothing consumption.
