Heritage and startup fashion retailers alike are creating guides, programs and more to further incentivize consumer recycling and repurposing of apparel

As consumers today make room for new pieces of clothing, they are looking for green ways to get rid of unwanted products. Instead of simply encouraging consumption, fashion brands are now developing programs to help shoppers recycle old clothing—which at first could seem counterintuitive to a lucrative business model. However, as consumers increasingly look to brands they can trust and value aspects beyond their product offering, retailers are accordingly providing customers with resources to help them embody the eco-friendly lifestyle they pursue.

The following brands are making an impact by allowing their customers to dispose of old clothing responsibly and without any disruption to their routines. By making eco-friendly actions part of everyday life, companies can reimagine the end-to-end supply chain, bettering their impact on the environment.

Levi’s
Denim brand Levi's keeps denim out of landfills with its Blue Jeans Go Green program. In collaboration with the nonprofit organization Cotton Incorporated, customers can receive a 20% discount for dropping off old jeans from any brand at a recycling box in Levi's stores. From there, the brand will collect and repurpose the old denim into building insulation.

Knickey
A direct-to-consumer subscription underwear brand, Knickey exchanges customers' old underwear for new pairs made with organic cotton. Taking the old and turning it into something new, the brand then repurposes the old underwear into mattress or insulation padding. This diverts plenty of pairs of underwear from landfills.


Lead Image: Varun Gaba/Unsplash

As consumers today make room for new pieces of clothing, they are looking for green ways to get rid of unwanted products. Instead of simply encouraging consumption, fashion brands are now developing programs to help shoppers recycle old clothing—which at first could seem counterintuitive to a lucrative business model. However, as consumers increasingly look to brands they can trust and value aspects beyond their product offering, retailers are accordingly providing customers with resources to help them embody the eco-friendly lifestyle they pursue.