In its effort to promote environmental and ethical sustainability, Marks and Spencer (M&S) has launched a new 'shwopping' campaign aimed at encouraging customers to recycle their old clothing, and thereby to cut waste.
The London based retailer has introduced at least two drop-boxes called Shwop Drops at each of its outlets across the UK, where people can discard their unwanted clothes.
The apparel so collected would be resold at Oxfam stores, or in international market where there is demand for such clothing.
Earlier too, the retailer tried promoting recycling by offering M&S vouchers against clothing donated in Oxfam shops, and by way of one-day recycling initiatives at its stores. However, M&S is now planning to make the initiative more effective and permanent.
It intends to persuade customers to recycle one clothing item, against every new one they purchase.
Being fashion enthusiasts, UK customers swiftly adapt with fast changing trends in fashion, which makes the old clothes to be treated as a waste.
According to the Department for Environment, Food and Rural Affairs data, over 450,000 tons of textiles were sent to landfill last year.
The 'shwopping' campaign was launched by actress Joanna Lumley, who has been appointed by M&S as its international brand ambassador for the eco-ethical initiative.
Fibre2fashion News Desk - India
marketing@alchempro.com
