JD Sports links with Sole Responsibility for trainer resale

By

Nigel TAYLOR

Published
Apr 28, 2021

UK athletic sportswear retail giant JD Sports has signed Sole Responsibility as an official sustainability partner. And the reason is very clear. The Huddersfield-based resale business has, so far, saved more than 60,000 pairs of branded trainers from landfill or incineration.

As an official partner, Sole Responsibility will sell the retailer’s end-of-line or slightly damaged trainers via its eBay site – providing it with a sustainable solution for seconds and returned stock.

Launched in 2015, Sole Responsibility is described as a circular economy business that has grown 40% year-on-year, employing 10 staff. 

It buys branded subprime, returned and seconds trainers and clothing destined for disposal – reselling to consumers via an eBay shopfront.

The business also pledges around 10% of its stock to charities annually – a move that has seen it donate 4,000 coats and boots with a retail value of £75,000 to the homeless in the North of England.

Sole Responsibility founder Simon Payne told BusinessDesk: “Our affiliation with JD Sports is helping to provide a sustainable solution for its second or returned stock that could potentially end up in landfill without our solution”.

He added: “There is a huge lack of awareness about the unknown volumes of waste that goes on in the fashion industry – with subprime, returned and seconds stock deemed unsaleable, it is often incinerated or disposed of because of very minor flaws.

“Our business offers retailers a new model that allows us to make a sharp break in the usual linear economy and stop the unnecessary disposal of these products. 

“We are committed to working with the fashion and retail industry over the coming years and making eco-aware purchasing become a priority for consumers. We want people to know that there is a different way to shop.

"We believe that seconds should be given a second chance and shoes and clothing with very minor faults should be something that everyone considers next time they need new trainers or clothes”.