Shwopping is the new shopping, darling: Joanna Lumley launches clothes recycling initiative for M&S
By Stephanie Hirschmiller|
Joanna Lumley is not only the face of the campaign but also the retailer’s first ever global eco and ethical ambassador for its ethical initiative, Plan A.
'I’m really excited to be working with M&S and have long admired Plan A,' enthused Lumley. 'Their latest initiative, Shwopping, is all about getting customers to recycle unwanted clothes every time they shop at M&S. It’s a big, bold campaign and a first for the high street.'
'I’m really excited to be working with M&S and have long admired Plan A,' enthused Lumley. 'Their latest initiative, Shwopping, is all about getting customers to recycle unwanted clothes every time they shop at M&S. It’s a big, bold campaign and a first for the high street.'
'We’re asking people to open their hearts, their minds and their wardrobes. Remember we used to just throw away plastic bottles. Now we recycle them without even thinking about it. We need to do the same with clothing. Bring in something old; buy something new. Swap and shop. It’s that simple.'
The campaign is aimed to kick start a ‘buy one, give one’ culture on the UK high street and stop one billion garments being thrown into UK landfill each year – a colossal one in four items that are actually sold.
All M&S customers will now be able to hand in any old or unwanted item of clothing - of any brand. The items will then be reused, resold or recycled through campaign partner Oxfam.
The money raised will go to help people living in poverty. M&S pledges that not a single item will go to landfill and the ultimate aim for the retailer is to recycle as many clothes as it sells – 350 million items a year.
Says M&S CEO Marc Bolland: 'We’re leading a change in the way we all shop for clothing, forever. This is the right, responsible move for the UK’s biggest clothing retailer and the ultimate goal is simple – to put a complete stop to clothes ending up in landfill.'
'We want to get back one garment for every one we sell. For us that’s 350 million a year. It is a big number, but with our customers’ help, we will do it.'
The campaign is aimed to kick start a ‘buy one, give one’ culture on the UK high street and stop one billion garments being thrown into UK landfill each year – a colossal one in four items that are actually sold.
All M&S customers will now be able to hand in any old or unwanted item of clothing - of any brand. The items will then be reused, resold or recycled through campaign partner Oxfam.
The money raised will go to help people living in poverty. M&S pledges that not a single item will go to landfill and the ultimate aim for the retailer is to recycle as many clothes as it sells – 350 million items a year.
Says M&S CEO Marc Bolland: 'We’re leading a change in the way we all shop for clothing, forever. This is the right, responsible move for the UK’s biggest clothing retailer and the ultimate goal is simple – to put a complete stop to clothes ending up in landfill.'
'We want to get back one garment for every one we sell. For us that’s 350 million a year. It is a big number, but with our customers’ help, we will do it.'
A specially created Facebook app will allow customers to share their experiences and see how many clothes are being shwopped at their local store.
The launch coincides with the opening of the ‘Shwop Lab’ in collaboration with London College of Fashion’s Centre For Sustainable Fashion.
The pop-up space, open until 9 May at the Old Truman Brewery on London's Brick Lane, will explore the future of fashion through a series of collaborations with leading UK lights in sustainable fashion and design.
M&S has worked with Oxfam on clothes recycling for four years. In 2008 the two organisations launched the Oxfam Clothes Exchange. The scheme incentivised people to take their old or unwanted clothes back to Oxfam stores in return for a £5 money off voucher.
Since that launch, the Exchange – which will continue to operate – has seen over 10 million items of clothing donated, worth an estimated £8 million to the charity.
The launch coincides with the opening of the ‘Shwop Lab’ in collaboration with London College of Fashion’s Centre For Sustainable Fashion.
The pop-up space, open until 9 May at the Old Truman Brewery on London's Brick Lane, will explore the future of fashion through a series of collaborations with leading UK lights in sustainable fashion and design.
M&S has worked with Oxfam on clothes recycling for four years. In 2008 the two organisations launched the Oxfam Clothes Exchange. The scheme incentivised people to take their old or unwanted clothes back to Oxfam stores in return for a £5 money off voucher.
Since that launch, the Exchange – which will continue to operate – has seen over 10 million items of clothing donated, worth an estimated £8 million to the charity.
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