The 'schwopping' campaign hopes to encourage shoppers in giving garments to charity when they buy new ones.

British retailer Marks & Spencer has partnered with charity Oxfam to introduce a new shopping scheme called ‘schwopping.' The philanthropic idea pushes the notion of ‘buy one, give one' culture by encouraging customers to donate an item of clothing to charity whenever they purchase something new from the department store.

The schwopping scheme is part of M&S Plan A program that was launched in 2007 in partnership with Oxfam. Since its initial launch, Plan A has already collected over 10 million garments, which is equivalent to £8 million.

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