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Trends · M03 · Big shift · 2027 to 2028

Built to Be Kept

Lasting longer is turning into a reason to want something, and soon a rule to prove it.

By The Editor · 16 October 2026

01 · Repair in the shop

Mending moves to the shop floor.

The RE.UNIQLO STUDIO counter in Uniqlo Tauentzien, Berlin: a wooden desk, screens marked Repair and Remake Sashiko, and repaired clothes on hangers.
RE.UNIQLO STUDIO at Uniqlo Tauentzien, Berlin, where the studio began. Repairs include buttons, seams, holes and zips.Photo: Fast Retailing

02 · Why it sells

Wear is the look.

01 Lasting is wantedPremière Vision: "product longevity becomes a powerful driver of desirability".
02 Age on showIts AW27/28 materials bring "patinas, faded colorations" and washes to wool and silk.

Source: Première Vision AW27/28

03 · From choice to rule

Then the law asks for proof.

  1. Sep 2022 Uniqlo London opens a repair studio. Repairs from £3.
  2. Oct 2025 67 studio stores in 23 countries and regions.
  3. Q4 2027 EU plans to adopt textile rules for the product passport.
  4. 2028 Our read · Brands answer "how long will it last" with data.

Source: Fast Retailing; European Commission

04 · What brands do now

Three moves.

01 Collect the dataFibre, mill, factory. The passport will carry it with each garment.
02 Show the makingName the mill, the finish, the repair.
03 Sell careRepairs, new dyes, alterations.
Sources (4)
  1. Fast Retailing, "Initiatives on Continuously Utilizing LifeWear" (RE.UNIQLO STUDIO, data to end of October 2025)
  2. Fast Retailing, "UNIQLO Launches RE.UNIQLO STUDIO in London Regent Street Store", 9 September 2022
  3. Première Vision, "AW 27/28 Key Materials: How a New Relationship with Time Is Shaping Material Developments", 23 September 2026
  4. European Commission, Digital Product Passport: textile apparel