// Asda’s George to launch new second hand fashion range in 50 stores across the UK
// It has partnered with vintage fashion wholesaler Preloved Vintage Kilo to roll out the concept
// Asda customers will be able to buy vintage, retro and second-hand branded pieces
Asda’s George fascia is set to launch a new second hand fashion range in 50 stores across the UK following a successful pilot trial.
The Big 4 retailer said it has partnered with vintage fashion wholesaler Preloved Vintage Kilo to roll out the concept across its George concessions.
This means Asda customers will be able to buy vintage, retro and second-hand branded fashion items, preventing thousands of tonnes of garments going to landfill each year.
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Following a successful trial in Asda’s sustainability store in Middleton, Leeds, the sustainable fashion partnership will soon be available in 50 stores, including in London, Bristol, Birmingham, Edinburgh and Brighton.
The move is part of Asda’s “George for Good” commitment to drive down textile waste and advocate for sustainable sourcing.
The second-hand concept roll out comes after George at Asda recently launched its Take Back scheme, which encourages customers to bring back their unwanted garments to store, rewarding them with a 10 per cent discount George voucher.
The scheme also raises money for Asda’s Tickled Pink campaign, which supports Breast Cancer Now and Coppafeel.
“We know that sustainable fashion is something that’s really important to our customers and colleagues,” said Mel Wilson, global professional lead for sustainable sourcing and quality.
“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.”
Preloved Vintage Kilo managing director Steve Lynam said: “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.”