Lingerie chain Intimissimi is encouraging customers to recycle their old undies in exchange for a voucher to spend in store.
Working in partnership with textile and shoe recycling company I:CO, Intimissmi is running the scheme in selected UK stores until July 31 and will accept bras, briefs and tops from any brand.
Customers will receive vouchers that can be used at Intimissimi for six months.
Switzerland-based I:CO uses the recycled textiles for insultation material, cushioning and filling material, stuff toys, insoles and bags.
The scheme comes almost a year after the UK’s largest clothing retailer Marks & Spencer launched its first in-store recycling programme with Oxfam.
Fronted by actress Joanna Lumley, Shwopping aims to encourage people to recycle old clothing or give an unwanted piece of clothing every time they buy a new one. M&S will accept unwanted clothing of any brand, which are then resold through Oxfam or resued or recycled. Money raised goes 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.