Purple tailors on bikes aim to reduce plastic waste

Purple tailors on bikes aim to reduce plastic waste 

In 2025, every Swede bought an average of 15.2 kg of textiles. That was 12 per cent more than the previous year. Today’s clothes contain 60–70 per cent plastic. Added to this is the fact that large quantities of these clothes are bought online, which results in unnecessary packaging. Consequently, clothing consumption leads to a great deal of waste containing plastic.  

The majority of Swedes who shop during Black Week buy clothes or shoes. That is why Sustaiable Waste and Water, City of Gothenburg, wants to address this by offering deals to help Gothenburg residents extend the life of their own clothes – for those keen to snap up bargains during Black Week. The aim is to make it just as cheap and easy to care for, alter, refresh and repair existing clothes as it is to buy new ones, and to encourage Gothenburg residents to adopt new habits. 

During Black Week, which coincides with EWWR week, Sustainable Waste and Water is running the ‘Homemade’ campaign. There are four initiatives designed to encourage more waste-free behaviour. 

1. 1. Five cycling tailors are visiting Gothenburg residents’ homes 

On rented electric cargo bikes and wearing second-hand purple jackets, cycle helmets and rucksacks, the tailors are taking their sewing machines to the homes of Gothenburg residents, who can have their favourite garments altered free of charge. 

1. 2. Discounts at 15 tailors 

15 tailors have designed their own discounts on their services in their own workshops and are receiving marketing support in purple.

1. 3. Workshops at libraries and cultural centres 

Libraries and cultural centres across the city are opening their doors to Gothenburg residents who would like help altering their own clothes. They are assisted by people who are skilled at sewing. Among the instructors are students training to become sewing and crafts teachers. 

1. 4. Public lecture  

A public lecture by a textile craftsman at the City Library, entitled: “Love your clothes a little longer”. 

On the campaign website goteborg.se/hemlagat, you can request a tailor to visit your home. Here you’ll find the addresses of all tailors offering discounts in their workshops, as well as details of all activities at libraries and cultural centres. There is also information here on how our clothes affect the environment and the climate. 

Just like the bags of ultra-fast fashion, the tailors will come right to your door. All to lower the barriers to sustainable behaviour. 

The Homemade campaign will feature in news coverage in the editorial press. On social media, there will be videos and photos showing how favourite clothes are transformed and given a new lease of life. In the run-up to the campaign, the cycling tailors will visit styling influencers and Gothenburg will be filled with purple posters. 

Together, the activities during EWWR week create a range of opportunities to try something new that reduces waste, rather than sticking to old habits. For the tailors, this means the chance to attract new customers. For libraries and cultural centres, it means that more Gothenburg residents will learn that sewing machines are available to borrow free of charge at these venues.