Fashion Brands Say They Support Repairs — But Do They Really?

If you’ve been keeping an eye on fashion’s sustainability efforts, you’ve probably noticed a growing trend: more and more brands are offering repair services. Marks & Spencer has teamed up with Sojo, Net-A-Porter has its “Repair & Rewear” program with The Seam, and Patagonia’s Worn Wear initiative has been around for years. Levi’s, AllSaints, Arc’teryx, Mulberry - you name it, they’ve got some kind of repair offering.

At first glance, this looks like a major step forward. Brands are acknowledging that clothes should last longer, and they’re giving customers ways to extend the life of their garments instead of replacing them. But here’s the real question: are these repair programs actually making a difference, or are they just another sustainability buzzword designed to make brands look good?

Because when you start digging into the details, things get murky. If a repair service is hard to access, expensive, or so limited that it barely helps anyone, does it really count? Or is it just another marketing tool in fashion’s sustainability playbook?

There are 5 main areas that make the repair narrative a bit, unstable and disgenuine - Let’s break it down.

#1: Lack of Accessibility - A Service That’s Hard to Use Isn’t a Service at All

A repair program sounds great on paper, but what happens when customers actually try to use it? Many brands make it surprisingly difficult. Some repairs are only available in flagship stores - great if you live in London or Paris, but tough luck if you don’t. Others require mailing your item in and waiting weeks for a response. And let’s be honest, most people aren’t going to jump through hoops just to fix a button.

If brands are serious about repair, they need to make it easy - not just a niche service tucked away in a few select locations. Otherwise, it’s more about looking sustainable than actually being sustainable.

#2: High Cost - Is Repair a Realistic Option for Customers?

Let’s talk money. A lot of these repair programs sound fantastic, but when you check the price tag, things get questionable. Some brands charge nearly as much for repairs as it would cost to buy a new item. Others offer “free” repairs - but only within a strict window of time, or only for certain issues.

The result? Many customers end up skipping repairs altogether because buying new is easier and sometimes even cheaper. And if a sustainability initiative still pushes customers toward buying more instead of repairing, isn’t that just business as usual?

#3 - Selective Repairs: Are Brands Only Fixing What’s Convenient?

Here’s another common issue: repair programs that only cover certain types of damage. Need a button replaced? No problem. But if your jeans have ripped at the knee, suddenly, that’s “beyond repair.” Some programs won’t fix regular wear and tear, while others refuse repairs on items that are “too old” or “too damaged.”

But isn’t the whole point of a repair program to reduce waste and extend garment lifespans? If brands are cherry-picking what they’ll fix, it starts to feel less like a commitment to sustainability and more like a way to control the narrative—offering just enough to look good, but not enough to truly make an impact.

#4: Lack of Transparency - What’s the Real Impact?

If brands are proud of their repair programs, why aren’t they sharing the numbers? How many garments are actually being repaired? How many requests get turned down? And what happens to the items that can’t be fixed?

Without clear data, it’s impossible to know whether these programs are truly making a difference - or if they’re just another layer of PR-friendly sustainability rhetoric. If fashion brands want to be taken seriously, they need to be upfront about how many garments they’re actually saving from landfills. Otherwise, it’s all just talk.

#5: Conflict with Core Business Aim - Are Brands Still Encouraging Disposability?

Even with repair services available, fashion’s core business model hasn’t changed. Fast production, seasonal trends, and constant new arrivals are still the driving forces. So while brands may offer repairs, they’re still telling customers—directly or indirectly - that new is better.

Real change means shifting the mindset. It means actively encouraging repairs, making them aspirational, and normalizing the idea that well-worn, well-loved clothes are just as valuable as brand-new ones. Right now, repair programs feel like an add-on, rather than a true transformation of how brands think about longevity.

How Can Brands Do Better?

The good news? Repair programs have real potential - if brands are willing to do the work. That means:

📍 Making repairs truly accessible—in more locations, with faster turnaround times.

💵 Offering reasonable pricing that makes repair a more attractive option than buying new.

✂️ Expanding repair options to include more than just the easy fixes.

🔍 Being transparent about how many garments are actually being repaired.

💭 Actively encouraging a repair-first mindset, not just paying lip service to sustainability.

Right now, too many brands treat repair programs as an accessory to their sustainability messaging—nice to have, but not core to how they operate. If they’re serious about sustainability, that needs to change.

It’s Time to Move Beyond Optics

So, where do we go from here? Repair programs can be a game-changer for fashion sustainability, but only if they’re designed for real impact—not just as a marketing tool.

If brands truly believe in extending the lifespan of their garments, they need to back it up with action. Make repair easy, affordable, and genuinely useful to customers. Be transparent about the impact. Shift from repair as a feel-good extra to repair as a fundamental part of the business model.

Because at the end of the day, sustainability isn’t about talking about change - it’s about actually making it happen. And if fashion brands want to be taken seriously, it’s time for them to prove they mean it.