Why Are Fashion Brand Charging So Much for Their Repairs

Let’s be straight about it, most people want their clothes to last longer. Whether it’s your favorite pair of jeans or that perfectly worn-in leather jacket, we all have pieces we’d rather repair than replace. The problem? Repairs can be ridiculously expensive.

Even for startups that specialize in making garment repairs accessible, the cost of a basic repair can easily match or exceed the price of a brand-new fast fashion item, making it a tough sell for many consumers. And that’s assuming the service is easy to access, quick, and actually worth the hassle. Otherwise? Consumers do what they’ve been trained to do: they just buy new.

So here’s the real question for fashion brands: If repair costs are so high, how can we make them more financially viable—for both brands and consumers?

The Consumer Cost Barrier: When Repair Feels Like a Luxury

We get it—running a repair program isn’t cheap. Logistics, skilled labor, quality control, customer service, and materials all add up fast. But from the customer’s perspective, the numbers just don’t add up.

Think about it: If someone can replace a fast-fashion sweater for €20, why would they spend more to repair an old one? Even sustainability-conscious shoppers hesitate when repairs cost as much as (or more than) buying new. And to be honestly — constantly telling people to repair doesn’t work when affordability is a major factor.

The truth is, sustainability isn’t the primary driver of consumer decisions—cost and convenience are. So if repairs remain expensive and hard to access, they’ll never compete with the fast-fashion cycle.

Different Approaches, Same Challenges

Some brands are trying to make repairs work—but every approach has its trade-offs.

1. The “All-In” Model (Nudie Jeans & Others)

Take Nudie Jeans, for example. They offer free repairs for life, no matter where you bought your jeans or what shape they’re in. Sounds great, right? The catch? It’s heavily reliant on revenue from new product sales. They give customers a 20% discount after a repair to encourage future purchases.

It’s a great branding move, but it’s also a highly unpredictable revenue stream that not every brand can sustain.

2. The Partial Subsidy Model

Other brands take a middle-ground approach, finding ways to offset some costs while still ensuring customers contribute. Some brands partially subsidize repairs, covering certain types of damage while requiring customers to pay for others. Others cover shipping costs but leave the actual repair expense to the consumer. Some brands offer limited warranties, where only specific types of damage—like manufacturing defects—are covered. While these models help balance expenses, they still position repair as an extra service rather than a core part of the brand experience, making accessibility a lingering challenge.

3. The DIY Approach

Some brands are experimenting with self-repair kits or local repair partnerships, aiming to make repairs more accessible without significant brand investment. While these initiatives hold promise, they remain relatively niche. The biggest hurdle? Most consumers don’t have the time, tools, or confidence to fix their own clothes, even with guidance. Without the right motivation or support, a self-repair kit can easily end up collecting dust in a drawer rather than extending a garment’s life.

So, what’s missing? A model that balances financial viability with accessibility.

How Brands Can Reduce Repair Costs (Without Cutting Corners)

The good news? There’s a way forward. Instead of trying to own the entire repair process, brands can leverage existing repair networks and rethink how repairs are structured.

We get it— not every brand has the resources to create a full-fledged repair operation, but honestly, it doesn’t have to be this way. Customers are looking for different repair solutions, and what brands can do is offer them flexibility through a blend of done-by-you self-served tutorials, done-with-you community initiatives, and finally, done-for-you professional repair services.

For simple fixes like button replacements or small tears, most customers might not be willing to pay to get them done, especially when people around them have basic tools like a sewing machine to complete such simple repairs. What they need is detailed guidance from the brand on the repair process.

So why not offer something like step-by-step video guides, repair kits, or live virtual workshops that customers can access whenever they want? These simple defects might not be significant enough for customers to bear the hassle of packing, sending, and waiting a few days before they can use the garment again. After all, these garments are most likely torn because they’re being frequently used, so these customers aren’t going to wait days just to fix a button.

It’s important to always think from the end consumer’s perspective: what do they need when they attempt to repair their clothes? In this case, easy-to-follow instructions might be sufficient.

When customers are dealing with more advanced repairs, they can turn to community-based repair cafés to fix their garments. The emergence and growing popularity of repair cafés have given end consumers an easy-to-access and supportive community where they can get hands-on guidance from repair specialists. Brands can consider sponsoring repair events, providing repair kits, and sharing detailed repair guides specific to their products to help customers restore the original beauty of their garments. Educating customers on common mistakes to avoid can also ensure a higher success rate for first-time repairers. As an added bonus, this collaboration can foster a brand community where sustainability-oriented customers can help each other, reinforcing loyalty—perfect for brands looking to embrace the transition to circularity!

Finally, when customers face complex repair situations, such as fixing a torn section of a coat or resizing the sleeves of a shirt, brands can offer an official repair channel. Although customers will need to pay for these repair services, they will understand that complex repairs require expertise and equipment they don’t have at home. Brands can either handle this in-house or outsource it to trusted repair partners.

Making repair the default choice in the fashion industry requires more than a paid repair service—it involves a broader adoption of a “repair mindset” that can ultimately fuel a systemic change in customer behavior. Through this tiered approach, brands can manage their financial burden while keeping repair accessible and engaging.

Collaboration Is the Missing Piece

One thing is clear: Fashion brands don’t have to figure this out alone.

Right now, too many brands are treating repair as a solo mission—maintaining full control over their repair programs instead of tapping into existing ecosystems. Why not work with local repair shops, community repair cafés, or other technology solutions to make your life easier?

The key question isn’t just how to roll out a repair program, but how to structure collaborations that reduce costs while protecting brand integrity.

Because sustainability doesn’t have to be a financial burden—if brands start thinking beyond their own four walls.

The Future of Repair Is a Shared Effort

Fashion has spent decades pushing newness. If brands are serious about repair, they need to make it a seamless, desirable, and financially viable choice for both themselves and their customers.

The brands that get this right won’t just win sustainability points—they’ll future-proof their business models in a world where consumers are increasingly demanding better options.

So, where do we go from here? That’s the next conversation.

If brands can harness the power of collaboration, the sky’s the limit. The questions remains, are you willing to take the first step to make real change?

Why Are Fashion Brand Charging So Much for Their Repairs —And How Can We Fix It?