In a nook of the gleaming new ArcB次元官网网址檛eryx store on TorontoB次元官网网址檚 Bloor Street West, Jesse Chan and Yamel Zacarias rifled through a rack of jackets most would consider misfits one October afternoon.

Some had gashes or nicks in their sleeves, a stubborn musk or zippers that wouldnB次元官网网址檛 budge with the best of tugs. At least one had a hemline so tattered, the elastic that cinches in its waistline was hanging on for dear life.

But none of the pieces were beyond repair. With some stitching, patching, pressing and a spin cycle or two, Chan, Zacarias and their team knew they could return the garments to their owners just like new in a matter of days, if not minutes.

The work would be done on-site and at no cost to consumers through ArcB次元官网网址檛eryxB次元官网网址檚 ReBird, one of several in-store repair programs retailers have launched in recent years to help customers hold onto their beloved garments for longer.

Such programs spanning LeviB次元官网网址檚, Uniqlo and more are meant to boost sustainability, but they present a dichotomy: if consumers shop less because their purchases last longer, does that spell trouble for retailers?

No, insist companies and marketing experts. They say what a retailer might risk in profit by offering repairs, they get back in consumer affinity for their brand over the long run.

B次元官网网址淐ustomers are going to be more and more loyal to that company and overall, they will choose them over their competitors,B次元官网网址� said Tandy Thomas, the E. Marie Shantz fellow of marketing at QueenB次元官网网址檚 University.

B次元官网网址淭hey might not buy as many winter coats, but theyB次元官网网址檒l certainly buy more of the whole diversity of products, so itB次元官网网址檚 taking that long-term customer lifetime value perspective.B次元官网网址�

The threat of customers not needing to buy products as often because of repairs doesnB次元官网网址檛 scare the vice-president of ReBird at ArcB次元官网网址檛eryx.

B次元官网网址淲e donB次元官网网址檛 really see it as a tension point,B次元官网网址� Dominique Showers said. B次元官网网址淲e naturally see it as B次元官网网址� adding value.B次元官网网址�

She reasons that shoppers treasure companies that stand behind their products and even improve their future designs based on the top issues their repair centres uncover.

Restoring products also diverts items from already-overflowing landfills.

In 2023, researchers from the University of Waterloo and Seneca College found Canadians trash almost 500 million kilograms of textiles, including apparel, every year.

While Thomas recalls brands were previously advised to steer clear of social issues, gen Z and generation alpha, who were born before the 2010s, want companies to take action, especially if they tell shoppers they value sustainability.

B次元官网网址淐onsumers will go after them as being inauthentic, as being hypocritical, and that becomes the death of a brand,B次元官网网址� Thomas warned.

In-store repairs were fitting for ArcB次元官网网址檛eryx, which has an environmentally friendly ethos. The Vancouver-based company dating back to 1989 has long helped shoppers with second-hand sales and repairs.

For years, store associates have been equipped with Milwaukee toolboxes packed with needle nose pliers, sealant tape and other gadgets that could mend apparel.

Anything in need of a big fix was shipped to Vancouver, but sending jackets across the country B次元官网网址� and in some cases, the world B次元官网网址� was costly and time consuming,

B次元官网网址淪o for us to put (the ReBird centre) in our store, it just made a lot of sense,B次元官网网址� said Showers.

Thomas was more surprised that Uniqlo B次元官网网址� a Japanese clothing brand thatB次元官网网址檚 been expanding through Canadian shopping malls B次元官网网址� has gotten in on the trend, charging $5 to stitch tears, replace buttons or patch holes in garments at the Eaton Centre in Toronto.

B次元官网网址淚tB次元官网网址檚 a really interesting twist to see them trying to pull that sustainability element into their image,B次元官网网址� she said. B次元官网网址滻t really counters B次元官网网址� just being in fast fashion to begin with.B次元官网网址�

Uniqlo had no one available to comment for this story.

While Thomas expects other brands to dabble with in-store repairs, she feels the model wonB次元官网网址檛 become ubiquitous because it can be a pricey endeavour that isnB次元官网网址檛 financially viable outside many city centres.

ArcB次元官网网址檛eryx, whose jackets can surpass the $1,000 mark, has 15 ReBird service centres, mostly in major hubs like New York.

Zacarias estimates her crew cleans about 60 jackets and repairs another 25 every week. They rely on industrial washing machines and dryers, mild detergent and some tennis balls to get dirty coats clean, but the repairs can be a much more involved process that uses presses, sewing machines and other proprietary tools.

Behind the counter of their ReBird centre sits a rainbow of thread spools and an equally diverse array of coloured zippers and patches. Most of the time, they can find a match for whatever element they must fix, but people who come in with decades-old jackets in rarer hues often have to opt for a fresh colour combination, Chan said.

Though repair times fluctuate, during a mid-October visit, customers were being told patching rips and tears would take only 30 minutes, but if they needed a front zipper replacement or work on their seams, hem or cuffs, they should expect a weeklong wait.

B次元官网网址淲hen it gets cold, everyone has the same thought to bring it in,B次元官网网址� Chan explained.

While he had jackets getting a rinse in the washing machines, colleague Jahmaal Campbell was fixing some small rips in a black jacket with a press and Michelle Pinochet was hunched over a sewing machine.

Zacarias was tending to shoppers picking up repairs, inquiring about purchasing used gear that had been mended and dropping off items in need of some TLC, including a maroon jacket one man left, saying B次元官网网址渉opefully it doesnB次元官网网址檛 stink too much.B次元官网网址�

Showers sees such scenes as a part of an evolution geared toward getting people to care for their clothes and realize repairs are not just meant for cars or phones.

B次元官网网址淚tB次元官网网址檚 the way of the future,B次元官网网址� she said.