// Asda aims to encourage recycling with new charity clothing trial
// Customers are expecting eco-friendly initiatives from retailers
// The trial is due to run from September 2 for four weeks
Asda is trialling a sustainable fashion collection in its stores across the UK as the demand for eco-friendly fashion grows.
The Big 4 grocer is helping to find new homes for unwanted clothes with the in-store Re-Loved charity clothing shop.
The trial is due to run from today for the next four weeks.
The move is part of Asda George’s initiative to improve the environmental impact of its clothes and operations
The Re-Loved pop-up shop in Asda’s Milton Keynes store will feature donated second-hand clothes from a number of different brands, as the retailer aims to encourage customers to recycle unwanted clothes.
“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.”
All proceeds are expected to go to Asda’s Tickled Pink campaign, which supports Breast Cancer Care and Breast Cancer Now.
The grocer has estimated that £140 million worth of clothing in the UK goes to landfill each year.
Asda currently has clothing recycling points for customers at almost 500 of its stores.