Tom Cridland, the British designer behind the “30-Year Sweatshirt” is back on IndieGoGo with his most ambitious project yet: a T-shirt that will show no signs of wear and tear until 2045. Now available for preorder through the crowdfunding website, the “30-Year T-Shirt” is as much a product as it is a statement against disposable fashion. Ethically made in Portugal from 100 percent ringspun organic cotton, Cridland’s tee is guaranteed against rips and tears for the next three decades. If for any reason, the T-shirt falls apart during that time, Cridland will repair or replace it for free.
Rare is the T-shirt that lasts beyond a few seasons, let alone several years, but Cridland says he believes this status quo needs to change.
“Many big fashion brands make their clothing knowing that it will fall apart, so that their customers will have to return to buy more. It’s called built-in obsolescence, and it creates a cycle of consumption and waste that’s become all too common these days,” he wrote on his campaign page. “It’s time to return to that bygone era where clothing was made so beautifully it could last a lifetime.”
Despite the shirt’s £25 ($39) price tag, Cridland’s philosophy appears to have hit a nerve. With only a few days to go, the project has raised over £12,000 ($18,800) in pledges, or more than 600 percent of his original ask.
“We believe brands should sell their clothes based on the quality of their designs and a customer should return to buy more because they have released a great new product, not return to buy the same wardrobe staple that’s been systemically produced to fall apart,” he said. “Together we can create a more sustainable fashion industry and lead a trend towards truly durable clothing. Starting right here, with the 30-Year T-shirt.”
Amen to all that.