Asda has become the first UK supermarket to join the Microfibre Consortium, which seeks to reduce the impact of micro-plastics on the environment.
The supermarket has joined other brands in trying to reduce the impact of microfibres in clothing. The group aims to understand the issue of microfibre shedding, how and why it occurs, and find ways for the industry to reduce it.
Asda’s George is the second-biggest clothing brand in the UK by volume.
Earlier this year Asda launched a strategy to reduce plastic waste.
Laura Babbs, sustainability manager at Asda, said: “Asda has been working to reduce the impact its products have on the environment for many years, such as voluntarily banning microbeads from our products and helping our suppliers reduce their carbon footprint.
“The microfibre issue is complex and currently lacks a comprehensive research base, so it’s the right thing to do to work with other companies and share best practice that will allow us to make an industry-wide impact.”