George at ASDA is to begin selling second-hand vintage clothing across 50 of its stores in partnership with vintage fashion wholesaler "Preloved Vintage Wholesale".
The value fashion giant will open the dedicated shop in shops selling a range of retro clothing in stores located in London, Bristol, Birmingham, Edinburgh and Brighton. the move forms part of its "George for Good" commitment to drive down textile waste as well as being an advocate for sustainable sourcing.
Mel Wilson, Global Professional Lead – Sustainable Sourcing and Quality at George, said: “We know that sustainable fashion is something that’s really important to our customers and colleagues. They’re passionate about us encouraging everyone in the UK to think about the issues of waste and how we can make fashion and textiles more circular, so that we really can reduce the number of garments that go into landfill.
"This is an exciting partnership for George, it’s unique in that not only can our customers pick out some vintage and often designer garments at an affordable price, but they’re also helping to support reduce waste by giving these items a second lease of life which is something we are proud to be apart of.”
Steve Lynam, Managing Director or Preloved Vintage Kilo said of the partnership: "Our partnership with George at Asda is one that we are extremely proud of. In a world where we are becoming more environmentally conscious this partnership will help bring Sustainable Fashion to the mainstream which is something as a business we strive for in everything we do.
"The more people that buy into the circular economy and shop vintage and retro the bigger impact we will have on climate change. As a business we have saved over 800 tonnes of clothing going to landfill and with the growth of our partnership that is set to increase dramatically."
George recently announced the launch of its "Take Back" scheme, which encourages customers to bring back their unwanted garments to store, rewarding them with a 10% off George voucher and in return raising funds for Asda’s Tickled Pink campaign, which supports Breast Cancer Now and Coppafeel.