History of clothing labels: Origin, evolution and future

Clothes labels are one of those everyday objects that we end up not paying too much attention to: we remember that clothes have a label when we need to check the price or size, when we’re washing a particularly delicate garment, or when we’ve forgotten to take it off and our skin starts to itch. Rarely, however, do we think about the real significance of these little pieces of paper, fabric, leather or metal filled with tiny symbols. For example, when and how did they come into being?

The origin of garment labels: Identifying the origin and composition of the garment

It is possible that some clothing workshops were already marking their creations in some way, even with a label of some kind, but the earliest we know of originated in the UK at the end of the 19th century. In 1887, the British Parliament passed the Merchandise Marks Act, a law that prevented foreign manufacturers from falsely claiming that their products were British. Laws were introduced requiring clothing manufacturers to affix labels to their products to provide information about the materials and other details relating to the manufacture of the garment. These laws were an important step in the standardisation and regulation of the textile industry and laid the foundations for the widespread use of garment labels around the world.

On the other hand, the industrialisation of garment manufacturing led to the need to standardise production and provide basic information about garments to consumers. Early labels tended to be simple and functional, mainly indicating the manufacturer’s brand name and sometimes the size of the garment.

Some had other, lesser-known functions, such as the labels Britain used to mark goods it imported and exported from (then colonial) India, which were used to control tariffs and prevent British goods from losing market share to the quality of fabrics produced in India, especially cotton.

In the United States, the Wool Products Labeling Act of 1939 was enacted to regulate the labelling of wool products and ensure that consumers received accurate information about the composition of the textiles they were buying.

Over time, labels have evolved to include additional information such as garment care instructions, but initially their main function was to identify the brand and provide information about the materials used in the fabric.

From product identification to consumer benefits

Clothing labels soon began to include practical information for consumers on how to properly care for their garments. Early versions were limited to basic washing instructions, such as “hand wash” or “cold wash”, along with universal symbols to indicate proper washing, drying and ironing methods.

But as the fashion industry evolved, so did clothing labels. Brands began to realise the potential of these labels as an extension of their brand identity. Rather than simply providing mandatory garment care information, labels became an opportunity to communicate the brand’s story and values.

Beyond instructions: Personalisation and emotional engagement

Today, garment labels are much more than just washing instructions. Brands are using them to deliver a unique customer experience. This can include inspirational messages, style tips, details about ethical or sustainable manufacturing and even stories about the designers behind the garment.

Indian clothing and accessories brand Chumbak, for example, is known for its colourful, eye-catching labels, often with fun designs that reflect the brand’s style. Many brands include humorous messages on their labels, not only to convey a certain style, but also because it helps to viralise their garments and give them visibility on social media. Others, such as Life is Good, opt for positive and optimistic labels with inspirational messages such as “Do what you love. Love what you do.

Some brands, such as Nike By You, are taking personalisation to the next level, allowing customers to design their own garments or shoes, including the labels, giving each garment a unique touch. This personalisation not only adds value to the garment, but also creates a deeper emotional connection between the customer and the brand.

These are just some of the most curious and creative clothing labels the fashion world has ever seen. They serve as a reminder that even seemingly insignificant details can be an opportunity for brands to stand out and connect with their customers in a unique and memorable way.

The variety of designs and materials that clothing labels offer, as well as the cultural aspects they can reflect in language, symbols or the design itself, has even led to them becoming collector’s items.

Technology: The future of clothing labels

As technology advances, apparel labels continue to evolve. From smart tags that provide real-time information about the garment to RFID labels that enable more accurate tracking of the garment’s lifecycle, the future of apparel labels promises an even more enriching customer experience.

In short, what was once a mere formality in the fashion industry has become a tool for brands in their quest to deliver a unique and personalised customer experience. Today, garment labels not only provide care instructions, they tell a story.