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The BHF exposes 25% of the nation’s wardrobes don't contain preloved clothing

Chloe Burney
31 March 2023

The British Heart Foundation (BHF) is urging the nation to donate and purchase preloved clothing after uncovering in a recent survey that 25% of Brits do not own any second-hand items of clothing.

The BHS are urging the nation to join Reuse Revolution by shopping and donating preloved this spring.

The survey of 4,600 people, conducted by Censuswide, found that while clothes are the nation’s favourite item to buy preloved, one quarter of the nation’s wardrobes don’t contain any second-hand pieces.

Gen Z (16-26 year-olds) are leading the way and supporting preloved. Over a fifth (23%) of Gen Z respondent said between 50% and 74% of the items in their wardrobes are preloved. Only 10% of Generation X (43-58 year-olds) said the same.

The survey also found that 42% of respondents had increased the proportion of preloved in their wardrobes in the last few years. Their main motivation for shopping preloved was to find cheaper alternatives due to the rising cost of living.

32% of participants donate preloved clothing, in fact, donating was identified as one of the top three actions respondents would take to help protect the planet.

19% said not knowing what they can donate or what condition the items need to be in, is the biggest barrier for donating preloved items.

Allison Swaine-Hughes, BHF Retail Director, said: "There’s been a real shift in the public’s perception around shopping and donating preloved and our survey shows we need to continue championing the joys of second-hand shopping to see the entire nation favouring it in their wardrobes and around their homes.

"By choosing the BHF, people will help fund lifesaving research into heart and circulatory diseases, as every pound raised in the charity’s shops and online stores helps support the 7.6 million people in the UK living with heart and circulatory conditions."

TikTok star Jennifer Graham, also known as the Charity Shop Girl, is supporting BHF’s Reuse Revolution campaign.

Graham, who has amassed nearly 75,000 followers on the social media with her second-hand shopping hauls, commented: "I’m absolutely hooked on shopping preloved and have an incredible audience who love to follow and see what second hand finds I can get my hands on. I love shopping in charity shops on the high street as well as browsing the BHF on eBay and Depop from the comfort of my own home."

Vinted, the marketplace for second-hand fashion, recently released the results of a similar survey. The comprehensive report provided an analysis of the climate impact of shopping second-hand fashion on Vinted instead of purchasing new.

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