Retail giant Asda is to launch a new sustainable clothing line in stores nationwide following a trial at a northern outlet in October last year.
The grocer said the new collection will bring a new lease of life to second-hand clothing from this month – with 10 supermarkets already now stocking the new collection.
In partnership with vintage fashion wholesaler Preloved Vintage Wholesale, the concept will allow customers to buy vintage, retro and second-hand branded pieces that have been restored and saved from landfill.
A total of 50 stores will stock the range, following a trial in Leeds last October. This includes outlets in London, Bristol, Birmingham, Edinburgh and Brighton.
The move is part of the retailer’s George for Good commitment to drive down textile waste.
The collection will join the George clothing department
Mel Wilson who heads up sustainable sourcing at Asda, said: “We know that sustainable fashion is something that’s really important to our customers and colleagues.
“They’re passionate about us encouraging everyone in the UK to think about the issues of waste and how we can make fashion and textiles more circular, so that we really can reduce the number of garments that go into landfill.”
Steve Lynam, at Preloved Vintage Kilo said he hopes the collection will bring sustainable fashion to the mainstream.
“Our Partnership with George at Asda is one that we are extremely proud of. In a world where we are becoming more environmentally conscious this partnership will help bring Sustainable Fashion to the mainstream which is something as a business we strive for in everything we do,” he said.
“The more people that buy into the circular economy and shop Vintage & Retro the bigger impact we will have on climate change.
“As a business we have saved over 800 tonnes of clothing going to landfill and with the growth of our partnership that is set to increase dramatically.”
George recently announced the launch of its Take Back scheme, which encourages customers to bring back their unwanted garments to store. Customers who do so get a 10% off George voucher in return.
10 branches where you can now shop the collection Byker, Newcastle Upon Tyne Edinburgh, Scotland Boldon, North East Govan, Glasgow, Scotland Leicester Longwell Green, Bristol Brighton, Marina Bedminster, Bristol Eastleigh, Hamsphire Middleton, Leeds Asda stores to launch vintage concessions by early summer Park Royal New Wembley Slough Isle of Dog Old Kent Road Barking Hounslow Hayes Colindale Roehampton Cambridge Humle Ashton Trafford Park Longsight Preston Fulwood Portsmouth Southhampton Ipswich Stoke Park Nottingham West Bridgeford Hyson Green Halesowen Great Bridge Coventry Abbey Park Coventry Supercentre West Dundee Sheffield Supercentre Sheffield Mosbrough Shrewsbury Cheltenham Swansea Cardiff Supercentre Pentwyn Liverpool Sefton Liverpool Bootle Asda Living Lincoln Asda Pudsey Asda Killingbeck York Asda Living Belfast Gateshead
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