The UK’s biggest clothing retailer Marks and Spencer has launched its first instore clothing recycling programme with Oxfam, fronted by Joanna Lumley.
“Shwopping”, a sustainability initiative designed to encourage consumers to recycle their old clothes encourages “shwop”, or give an unwanted piece of clothing every time they buy a new one.
All M&S clothing stores will accept unwanted clothing of any brand all year round as part of the free service to create a “buy one, give one” culture on the UK high street.
The clothes will then be resold through Oxfam and reused or recycled, with the money raised going towards helping people living in poverty.
The ultimate aim of the initiative is for M&S is to recycle 350 million items of clothing every year – the same as the number of clothes it sells.
M&S has unveiled Joanna Lumley as the new worldwide ambassador of its Plan A eco and ethical programme.
This morning Lumley joined M&S chief executive Marc Bolland and Oxfam chief executive Barbara Stocking at a high street covered in unwanted clothes in East London to highlight the problem of clothes going to landfill.
Bolland said: “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.”