Once the preserve of functional dressers into outdoor pursuits, Patagonia have experienced a normcore-fuelled revival of late and are now popular for their now-not-so-ironic caps and windbreakers – and a new project is set to make the brand even more popular.

Launching next week, The Euro Worn Wear Tour is Patagonia’s mission “to encourage our customers to make their clothes last a lifetime”. Translation? The company is offering to repair any garment of any brand for free. So whether it’s the broken zip on your Schott bomber, the rip in your beloved Levi’s or the tear in the Palace tee you copped at the last drop, Patagonia have got you covered.

The project represents the brand’s bid to fight against the modern-day phenomenon of disposable fashion – for while repairing clothes used to be commonplace, these days they are usually thrown away at the first sign of a rip or tear. And we shouldn’t underestimate the environmental impact of this practice – in Britain, around 500,000 tonnes of clothes end up in the landfill every year. 

“Building a product that lasts and can be repaired is the very first and most critical step toward limiting our footprint on the environment,” says Patagonia CEO Rose Marcario. “We want to empower our customers to be owners, not just consumers. It’s a simple but critical message: keep your gear in action longer and take some pressure off our planet.” 

We also shouldn’t underestimate the impact repairing our garments, instead of throwing them away – according to UK-based environmental charity WRAP, by keeping our clothes just nine extra months, we can reduce related carbon, waste and water footprints by 20-30 per cent each.

See below for when the Worn Wear Tour dates:

April 15 & 16 – Keswick, George Fisher & Nurture Lakeland blogger-fest
April 17 – Grassington, Fellsman Ultrarun Event
April 18 & 19 – Betws-y-Coed, Wales, Moel Siabod Cafe with Save the Conwy
April 21 & 22 – Shrewsbury, High Sports
April 23 & 24 – Stevenage, Countryside Ski & Climb
April 26 & 27 – London, The Brokedown Palace at Boxpark with Waterkeeper
April 28 – London, The Brokedown Palace at Spitalfields Market
April 30 & May 1 – Cornwall, Down The Line Surf Shop with Save Our Sands