// Sportswear brand Hummel is encouraging its customers to recycle more in an e-commerce partnership
// The Danish company’s boss has described it is an “important step forward” but noted that recycling comes with “significant challenges”
Danish sportswear brand Hummel has launched a new recycling initiative which aims to incentivise customers to “renew their used clothing and make a positive impact on the environment”.
The programme is part of the brand’s loyalty programme and will see customers earn points by returning used hummel products.
Hummel has teamed up with ecommerce service create2STAY and will eventually use the platform to sell the returned items.
Chief executive Allan van Nielsen said: “We want to take responsibility for the products we introduce into the market, and we seek to do this by actively working towards reselling or reusing our customers’ old hummel products when they return them to us”
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“As this is a new project, we don’t have sufficient data yet to assess the exact proportion of products that can be reused or recycled. However, we recognize that achieving full clothing recycling is not currently a reality and come with it’s own significant challenges,” he added.
“Nevertheless we view it as an important step forward on the journey to creating a more circular shopping experience.”
Circular economy initiatives have become more popular across the industry, last month Selfridges launched it’s “worn again” season, in which it showcased its Reselfridges range featuring second hand and upcycled items.
The fashion industry is responsible for 8 to 10% of global emissions and UK shoppers buy more clothes than elsewhere in Europe.
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