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Asda trials second-hand clothing store Re-Loved

Lauretta Roberts
03 September 2019

Asda is trialling a second-hand clothing store within its Milton Keynes branch as demand for eco-friendly fashion grows among its consumers.

The Re-Loved pop-up will run for four weeks and features used clothing from a variety of brands; it has been designed to encourage consumers to recycle their clothing.

Asda, via its George at Asda range, is one of the UK's most popular fashion retailers and the pop-up is part of a wider initiative to improve the environmental impact of its clothes and operations. It follows on from the launch of its new sustainability strategy and first range of recycled polyester clothing in the spring.

“As a country, we throw away far too many clothes,” George’s senior director for sustainable sourcing, Melanie Wilson said.

“At George, we’re committed to doing the right thing by our customers and the planet by improving the sustainability of our products, making sure they are built to last – including our 100 day satisfaction guarantee – and ensuring that any surplus stock we have is repurposed or recycled.

“By trialling our Re-Loved pop-up shop, we hope to help create another route for unwanted clothes to find a new home and encourage people to think again about throwing away that top or those jeans they no longer love.”

TheIndustry.fashion recently conducted a study of more than 1,000 British consumers and their attitudes towards sustainability, called Reuse, Recycle, Rental: how sustainability concerns are shaking up the way we shop.

In the report, some 38% of consumers said they would consider shopping in a store's own brand second hand department in bid to be more sustainable, while 34% said they would shop in a general secondhand/vintage store. 32% said, however, that they would only buy new clothes.

When it comes to disposing of old clothes, some 57% said they donated them to charity shops and 35% used local recycling points. Nearly a quarter (23%) said they simply threw unwanted clothes in to the bin.

The study is available to paid members of TheIndustry.fashion and can be accessed here. To find out more about our membership packages, visit our Join Us page

Asda estimates that £140 million worth of clothing in the UK goes to landfill each year and has recycling points in almost 500 of its stores. Proceeds from the pop-up second-hand shop will go to Asda’s Tickled Pink campaign, which supports Breast Cancer Care and Breast Cancer Now.

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