#Japan #Hachioji #fitu #Circular Closet #repair culture

Introducing the Circular Closet Campaign by fitu

In an era where sustainability is at the forefront of consumer choices, fitu is launching its new initiative called the Circular Closet Campaign. This campaign encourages individuals to revive their existing clothes through repairs and remakes, rather than opting for new purchases. The first edition of this series will take place from March 7, 2026, to April 12, 2026, and during this period, participants can benefit from a 10% discount coupon to ease into the experience of repairing and re-wearing their clothes.

The Motivation Behind the Campaign

Many of us have garments tucked away in our closets, which, despite being in good condition, have fallen out of favor due to minor issues such as length or fit. However, transforming these pieces often requires overcoming various hurdles, including the perception that buying new is cheaper, the inconvenience of visiting a repair shop, or simply the anxiety surrounding the repair process. Moreover, traditional online repair services can be cumbersome, involving emails or PDFs that may deter potential users. The Circular Closet Campaign aims to lower these barriers by providing an easy route for repair, from ordering to collection and delivery, all through fitu's online platform.

Campaign Concept: Transforming Choices

Skip one new purchase. Fix what you own.

The Circular Closet Campaign invites you to relish the joy of adding to your wardrobe while simultaneously embracing the option to repair and reuse. By regularly hosting this campaign, fitu aims to cultivate a culture centered on sustainability and nurturing your wardrobe through repairs.

Three Key Aspects of the First Edition

1. Awareness: Understanding the specifics of “repair” through Before/After examples.
- The campaign will showcase how simple alterations can drastically change the impressions of your clothing. Additionally, a guide for determining your desired outcome (finishing touches) will be provided.

2. Repairing: A special 10% OFF coupon available during the campaign to make your first steps toward sustainability easier.
- This initiative encourages you to take a chance on pieces that have potential, turning them back into beloved items in your collection.

3. Connecting: Encouraging individuals to share their experiences and participate in the community.
- When users post their repair stories on Instagram with the hashtag #fituのcircularcloset, they can receive a separate 20% OFF coupon for future orders. Posts should include images of the completed items, reasons for repair, and personal reflections.

Examples of Successful Repairs (Before/After)

The campaign will highlight various successful repair cases, proving that there's a solution for almost every wardrobe issue:

• - Sweatshirt Hole Repair: Hand-stitched closures to holes in the sleeves of a vintage sweatshirt, making it ready for everyday wear again.
• - Denim Jacket Sizing: Successfully narrowed the width of a Levi's denim jacket by 6cm, transforming it from a neglected item into a wardrobe staple.
• - Hoodie Alteration: Adjusted the length and moved pockets on a Carhartt hoodie, preserving the original design while enhancing fit.
• - Skirt Hem Adjustment: Tailored a cosplay outfit to fit perfectly, ensuring that every detail aligns with wearer's expectations for comfort and style.

Join the Movement

The Circular Closet campaign is not just about fixing clothes; it’s about fostering a cultural shift towards a more sustainable wardrobe. We invite everyone to participate in monthly editions, share their repair stories, and spread the word about the importance of keeping textiles in use, rather than discarding them.

The campaign marks the beginning of a journey towards a more sustainable fashion future, and fitu is excited to lead the way in promoting a repair culture.

For more details about fitu and the Circular Closet Campaign, visit their official site here.