White clothing is more likely than any other colour to end up in landfill, according to new research from Dr. Beckmann and circular fashion business Reskinned.

The study found the average Brit throws away eight white garments each year, adding up to an estimated 440 million items across the UK annually.

To highlight the issue, Dr. Beckmann unveiled an installation on London’s South Bank featuring a five-metre-high mound of discarded white clothing. Fronted by Judy Murray, the display was created using thousands of unwanted white garments diverted from landfill.

The research found staining (30 per cent), greying or dulling (26 per cent) and yellowing (22 per cent) are the main reasons people stop wearing white clothes.

More than half (52 per cent) of respondents said they do not always wash white clothing separately, while 29% admitted throwing unwanted clothes into their household bin instead of donating or recycling them.

Reskinned co-founder Ross Barry said: “This is the first time we have seen estimates looking specifically at colourway, and the findings show just how vulnerable white clothing is to being discarded.”

Dr. Beckmann UK & Ireland managing director David Shaw added: “Nearly half of Brits are washing whites with colours, which can accelerate greying and dullness, while stains, sweat marks and yellowing are causing people to replace items that could often be rescued.”

The research also found second-hand buyers are less likely to choose white clothing, with 37 per cent believing it is the hardest colour to resell because marks are easier to spot.

Alongside the campaign, Dr. Beckmann has launched a temporary laundry advice hotline to help consumers tackle stains and discolouration.

Click here to sign up to Retail Gazette‘s free daily email newsletter