Asda trials second-hand clothing pop-up

By

Barbara Santamaria

Published
Sep 3, 2019

As part of efforts to become more sustainable, George at Asda will open a ‘Re-Loved’ charity clothing shop in Asda’s Milton Keynes store for four weeks from this Monday.

The shop-in-shop will feature donated second-hand clothes from a number of different brands, with all proceeds going to the retailer’s Tickled Pink campaign, which supports Breast Cancer Care and Breast Cancer Now.

This year has seen an explosion of pre-loved fashion initiatives, with big names including Urban Outfitters, Harrods, Zalando and Farfetch testing the waters with a variety of formats to gauge consumer demand.

George at Asda said it wants to encourage customers to reuse, repurpose or recycle their unwanted clothes, and that the ‘Re-Loved’ shop comes ahead of the launch of its first recycled polyester clothing in the spring

Melanie Wilson, senior director for sustainable sourcing at George, said: “At George, we’re committed to doing the right thing by our customers and the planet by improving the sustainability of our products, making sure they are built to last - including our 100 day satisfaction guarantee - and ensuring that any surplus stock we have is repurposed or recycled.

“By trialling our Re-Loved pop-up shop, we hope to help create another route for unwanted clothes to find a new home.”

The supermarket’s fashion brand is planning to make all its products with recycled or sustainable polyester, cotton, viscose by 2025, and has clothing recycling points for customers at almost 500 stores.

The pop-up store coincides with Oxfam’s Second Hand September campaign, which urges shoppers not to buy new clothes for 30 days.