ABSTRACT
This chapter addresses some of the environmental implications of laundering and explores ways that fashion designers are enabling pro-environmental maintenance through garment design. Some examples of designers and brands actively intervening in everyday practices to engender environmental, as the starting point towards a roadmap for fashion design to provoke pro-environmental garment use. Influencing garment maintenance addresses inconspicuous consumption embedded in laundry routines, with the potential to conserve resources in other everyday practices. Garment makers have a significant opportunity to address user habits and laundry patterns through design to change the way people expect to care for clothes, with the possibility of reducing inconspicuous consumption of water, energy and chemicals implicated in laundering. Aprons have been used for centuries to protect a wearer's clothes. Acknowledging perception as important in determining garment care, Lauren Montgomery Devenney's Wine Stain Dress questions attitudes to cleanliness.
