Photo/Illutration A Uniqlo staffer mends jeans with the “sashiko” stitching technique on Sept. 7 in London. (Shinya Wake)

LONDON--The Uniqlo clothing chain is attracting attention for a new repair service offered at its flagship store here that mends old garments with a Japanese embroidery technique dating to feudal times.

The “sashiko” stitching method extends the life of the worn clothing while also giving it a fresh look by adding traditional Japanese flair. The service is winning over the hearts of European consumers, who tend to be more conscious of environmental sustainability.

The technique is a meticulous hand sewing process that adds lengthy stretches of thin, contrasting thread to the surface of clothing, creating various kinds of patterns in the process. It was used in the Edo Period (1603-1867) to reinforce and patch clothes together by reusing pieces of old, worn-out garments.

Uniqlo staff at the store mend ripped jeans and shirts by adding sashiko stitches that decorate the clothing with polka dots and floral motifs.

According to Uniqlo, staff learned the sashiko technique from Masahiko Morikawa, who runs his own sewing studio in London.

“Designs characterized by Japan-like patterns have attracted a lot of attention from Europeans, and I am getting offers from people across various age groups,” said Morikawa.

The sashiko project initially begun on a trial basis in a corner of Uniqlo’s Regent Street outlet when it opened in spring. It proved far more popular than expected, so the company decided to expand it into a full service, launching its Re.Uniqlo Studio in the store’s basement in early September.

Uniqlo is planning to roll out the same program across its other shops in Europe and other countries around the world.

Fast fashion retailers profit by selling garments at inexpensive prices, which lets consumers buy new items more frequently. But fast fashion companies have fallen under criticism for their unsustainable manufacturing practices and are turning to green measures as customers increasingly shop for more eco-friendly products.

For example, Stockholm-based retailer H&M installed a “Looop machine” at its flagship store in the Swedish capital to recycle old clothing.

The container-size machine washes and treats used garments with ozone, then shreds them into tiny pieces and uses them to knit new sweaters and apparel.

H&M is promoting the use of the machine, which requires no water or chemicals, as part of its recycling efforts.

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