Asda pilots new in-store ‘Re-Loved’ clothing shop in UK. Credit: Asda

UK supermarket chain Asda is piloting an in-store ‘Re-Loved’ charity clothing shop to promote the reuse, re-purpose or recycle of unwanted clothes.

The initiative is part of a drive by the company’s fashion brand George to improve the environmental impact of its clothes and operations.

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George also introduced a new sustainability strategy and the first range of recycled polyester clothing during this spring.

“By trialling our Re-Loved pop-up shop, we hope to help create another route for unwanted clothes to find a new home.”

Located in the retailer’s Milton Keynes store, the new pop-up shop is offering donated second-hand clothes from various brands. The trial, which began on 2 September, will run for four weeks.

George sustainable sourcing senior director Melanie Wilson said: “At George, we’re committed to doing the right thing by our customers and the planet by improving the sustainability of our products, making sure they are built to last – including our 100 day satisfaction guarantee – and ensuring that any surplus stock we have is repurposed or recycled.

“By trialling our Re-Loved pop-up shop, we hope to help create another route for unwanted clothes to find a new home and encourage people to think again about throwing away that top or those jeans they no longer love.”

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The fashion brand has already chosen to practice zero-tolerance towards burning or landfilling of clothing waste and operates clothing recycling points at nearly 500 stores.

As part of its sustainability strategy, the retailer also committed to manufacture products using recycled or sustainable polyester, cotton and viscose by 2025.

In July this year, Asda announced its commitment to stop the distribution of single-use plastic carrier bags with online grocery orders.