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Published
Aug 22, 2022
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John Lewis seeks to reward fashion recycling consumers

Published
Aug 22, 2022

UK department store group John Lewis Partnership is developing its sustainable FashionCycle scheme. The scheme now looks to reward the retailer’s customers who donate five or more pre-loved clothing items, which will either be resold or recycled, “encouraging customers to shop more sustainably and extending product life cycles”.


John Lewis Partnership



The retailer’s exclusive initiative is linked to its loyalty reward programme ‘MyJL’. When customers donate five or more items to their nearest John Lewis store they will be rewarded with a £5 offer to shop when they spend £20 or more across the fashion and homeware departments (excluding online).

The expanded scheme “follows our hugely successful introduction of our BeautyCycle reward scheme, which launched back in 2019", the retailer said. 

“So far, more than 85,000 MyJL members have donated to BeautyCycle, saving an incredible 425,000 products from going to landfill”, it noted.

Caroline Pinnell, Partner & Circular Economy Specialist, said: "FashionCycle forms part of our commitment to ensure all John Lewis product categories have a 'buyback' or 'takeback' solution by 2025.

"In particular, this scheme will help our pledge to increasingly move away from a ‘make, take and dispose’ model to a ‘repair, reuse or recycle’ approach -- an evolution that will help our customers shop more responsibly and be key in eliminating unnecessary waste and extending product life cycles.”

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