Fiber Innovations

This is a bit ugly, but it works so whatever” A Thematic Analysis on Men’s Garment Mending Experiences

Saal A
Donnerstag, 12.09.2024, 17:10 - 17:35 Uhr

There is a binary gender gap in mending: more women are mending clothes than men. Men’s mending motivation comes often from making the garment function again, rather than making it aesthetically appealing. This mending style might prevent men from mending bigger damage.

Sprecher
Elli Jaakola (Aalto University school of Business)
Six out of nine planetary boundaries have already been crossed indicating that the climate crisis is evident. The fashion industry is one of the most polluting industries due to fast consumption encouraged by linear business models. To reduce the industry’s environmental impact, the fashion industry should move, along with other improvements, towards circularity. One essential part of circularity in the fashion field is extending the cloth’s lifetime by mending it. Mending has started to gain attraction during the several past years, but there is a binary gender gap in mending: more women are mending clothes than men. The purpose of the study was to understand why men mend and on the contrary, why men do not mend. Interviewing men who mend revealed that instead of the aesthetics of the end result, men prefer a fast and easy mending to get the garment back in use quickly. Thus, mending skills do not need to be very advanced. On the other hand, the findings imply that if there is no high willingness to mend, the challenges in mending might prevent men from mending. For example, not having high mending skills and wanting to mend quickly and easily prevent men from mending bigger damage.