// John Lewis launches new initiative to help hand down childrenswear
// John Lewis said childrenwear accounts for a disproportionate amount of the tonnes of clothing in landfill
John Lewis has introduced a new initiative to persuade customers to hand down children’s clothing.
The department store chain’s “Wear it, Love it, Hand it down” message is attached to its own brand babywear and childrenswear items.
The retailer said it will have permanent organic cotton labelling on the inside of its own-brand coats to allow the new owner to cross out the name of the last owner when replacing it with their own.
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John Lewis said childrenwear accounts for a disproportionate amount of the tonnes of clothing in landfill as children usually require more new clothes than adults.
“We’re really proud of the quality of our clothes and want them to have a really long life and be handed down again and again,” John Lewis head childrenswear buyer Caroline Bettis said.
“I hope these new labels will help to grow the culture of handing down clothes which can be worn again by other children.”
Earlier this week, John Lewis’ parent company John Lewis Partnership – which also owns Waitrose – said its staff will get a token bonus as new boss Dame Sharon White unveiled the group’s financial results.
The partnership is due to hand workers a bonus equivalent to two per cent of salary, down from three per cent last year.
In its full year trading update for the 52 weeks ending January 25, John Lewis Partnership’s operating profits dropped by 23 per cent year-on-year to £123 million, while pre-tax profit suffered a 25 per cent year-on-tear decline to £146 million.
Meanwhile, revenues declined 1.6 per cent year-on-year to £10.15 billion.