Brands are creating marketing campaigns that assert their commitment to the fight against waste.
Fast fashion retailers have had to up their sustainability credibility in recent years. Initiatives such as H&M’s Conscious Lounge and #ClosedLoop campaign are encouraging consumers to be mindful of the lifespan and durability of their garments. ‘Sustainability can be cool – the next generation needs retailers to care about how fashion is produced,’ Hanna Hallin, sustainability manager at H&M, tells LS:N Global.
Some 350,000 tonnes of used clothing, estimated to be worth around £140m ($204m, €187m), ends up in landfill sites around the UK each year, according to WRAP. Retailers are launching campaigns to increase awareness around recycling and creating programmes that simplify the process, such as Reformation’s RefRecycling service.