Levi’s is launching a clothing recycling initiative in the UK that will allow shoppers to drop off old clothes and shoes in store, in exchange for a 10% discount off their next purchase.
Levis spring 16 campaign
Partnering with recycling solutions service provider I:Collect, Levi’s will install collection boxes in its stores across the UK this spring where consumers can leave any brand of clean and dry clothing or shoes.
The brand started the campaign in the US last year and intends to roll it out to the rest of the Europe by the end of 2017.
“We’re thinking about sustainability across all facets of our business and how to shift consumer behaviour to make recycling clothing the norm,” said Michael Kobori, vice-president of sustainability at Levi Strauss & Co.
“As an industry leader, we consider all phases of our product lifecycle, including stages beyond our direct control like the product’s end point. Collecting used clothing at our stores makes it simple and easy for consumers to do their part and builds upon our commitment to do the right thing for the environment.”
The UK currently discards 350,000 tonnes of unwanted clothing into landfill every year.