Fashion brands boost sustainability commitments

PrettyLittleThing and H&M-owned & Other Stories are among the growing number of fashion brands to use technology to deliver on their recycling and sustainability objectives.

PrettyLittleThing follows the likes of Missguided, New Look and Superdry in partnering with clothes recycling app Regain that allows users to donate unwanted clothes at pick-up points. In return they receive discount codes that can be used to purchase goods with Regain’s retail partners.

“We’ve partnered with [Regain] to encourage you to send back your old clothes in return for some amazing PLT discounts…let’s start making a difference together to protect our amazing planet,” PrettyLittleThing co-founder Umar Kamani stated.

This will certainly be seen as a positive move from PrettyLittleThing parent company Boohoo that has been questioned recently about its sustainability commitments by the Commons Environmental Audit Committee.

Meanwhile, & Other Stories this week began testing a new project in Sweden with second-hand platform Sellpy whereby pre-owned & Other Stories pieces being sold on the Sellpy site will be gathered under an & Other Stories shop-in-shop on the platform.

& Other Stories will be marketing the platform on its website and social media channels thereby encouraging its customers to use the service. All online activity will all be managed and operated by Sellpy.

Sanna Lindberg, managing director of & Other Stories, said: “We’re exploring different ideas on how our long-lasting designs can find their way to new owners. With that in mind, we decided to do a small second-hand test project with Sellpy. For us it’s such a compliment to see our pieces find new homes and get a second chapter.”