Layla Sargent on The Seam's Vision for Reinventing Fashion's Relationship with Repair
“I grew up in Birmingham, UK, watching my nan, a seasoned dressmaker of 65 years, sew and care for clothes. It was from her that I learned the value of taking care of our belongings.
Over my nan’s lifetime, the fashion industry saw significant shifts. In the 60s and 70s, my nan worked in Birmingham department stores, where entire floors were dedicated to tailoring and repairing clothes. By the mid-70s, the Multifibre Agreement was introduced, facilitating offshore clothing production. During this time, the cost of manufacturing clothing decreased, consequently reducing the price of clothing items for consumers. Over the years, with the decreasing costs, production in the fashion industry grew significantly, resulting in an 800% increase in textile waste since the 70s.
Growing up in the ‘90s, the value of tailoring and repairing clothes, which I learned from my nan, weren't shared by many of my peers. When I moved to London in 2019, I missed having someone like my nan to help me care for my clothes. My options were limited: impersonal, dry cleaners that were hard to locate without online visibility or the prestigious tailors at Savile Row, which felt exclusive and out of reach for me.
I knew there were people with skills like my nan who needed a digital platform to connect them with customers like me. So, I built The Seam, which begins by understanding customers' unique needs, whether it's a moth-damaged jumper or a dress that needs adjustments. We then pair each customer with a skilled Maker nearby. Customers can either meet their Maker for a fitting or send in their items. We offer a variety of services, from regular tailoring to specialty tasks like handbag restoration, footwear repairs, leather restoration, knitwear repairs, and embroidery.
In a world where disposable fashion is rampant, we’ve found that the best way to get people excited about care and repair is to show them the potential of what our Makers can do.
When we first started, people often associated our repair services with visible and crafty-looking mends. While we love visible mends, many of our customers want their items fixed in a way that completely hides the original signs of damage. We've coined this approach as returning items in “like it never happened” condition. Time and again, our customers are left amazed when they can't pinpoint where the initial damage was.
I'm convinced that repairs will play a central role in addressing textile waste. Not only because it prolongs the life of items but also because, through the data from our bookings at The Seam, we provide brands insights into the services rendered for their products and the types of damages they face. This invaluable data serves a dual purpose: guiding brands to engineer more enduring products and highlighting which items are dear to customers, indicating their desire to treasure them for years.
Our goal is to create a culture where the joy of caring for one's items surpasses the thrill of buying new. A recent study by The Hot or Cool Institute emphasized the urgent cutbacks needed in clothing consumption to meet the goals of the Paris Agreement. But instead of viewing this solely as a constraint on purchasing, we envision a vibrant future where individuals frequently tailor, modify, and rejuvenate their existing wardrobes rather than constantly buying new.
In the coming year, our goal is to turn our online experience into physical touchpoints. We're exploring collaborations with retailers and establishing drop-off points in key major cities. Moreover, we're gearing up to take The Seam beyond the UK, responding to the surge in global interest. This expansion will not only cater to international customers but also create opportunities for skilled Makers worldwide.
For our UK-based audience, we invite you to experience our services firsthand. Restore or refresh an item from your closet with us. And for our global community, follow us on Instagram to witness the incredible craftsmanship of our Makers and stay updated on our journey as we expand.
