SOMETHING OLD: Sweden’s Cheap Monday has become the latest high-street label to undertake a new sustainability initiative aimed at getting consumers to swap their old clothes for in-store shopping vouchers.
As part of the C/O Cheap Monday project, recycling bins will be installed in the brand’s stores in London, Copenhagen, Paris, Beijing and Shenyang this spring. Shoppers can dispose of unwanted clothing — regardless of the brand name — and in return they’ll receive a discount voucher to redeem in store with their next purchase.
The Swedish label will also launch a C/O Cheap Monday Capsule Collection in-store and online in October. The limited-edition, 500-piece line will be designed from old garments and recycled textiles and will feature denim “tight” jeans, a bomber jacket, T-shirts, and sweats in unisex styles and sizes.
Launched in 2004, the brand is taking its cue from parent Hennes & Mauriz AB. Under H&M Conscious, the company’s sustainability plan, H&M shoppers are given one coupon for each bag of clothing donated, with a maximum of two coupons a day. The bags of clothing are donated to local charity organizations.
Other high-street brands that have stepped into sustainability include Uniqlo under Fast Retailing Co. Ltd. The brand is taking part in an All-Product Recycling Initiative in partnership with the U.N. High Commissioner for Refugees, where clothing is donated to refugees, evacuees, disaster victims, expectant and nursing mothers.
Marks & Spencer launched its Shwop program in 2013. The retailer has set up drop boxes in store and all clothing donated goes to the charity Oxfam. Last month, the retailer also launched its eco-conscious collaboration with Livia Firth which includes 25 M&S pieces made ethically from sustainable materials.