Each product comes with a QR on its care label with information about sustainability. Credit: John Lewis.

Retail brand John Lewis has launched a new collection that focuses on circular design.

The home and fashion products in the 20-piece range have an increased amount of recycled content, with design factoring in how items can be more easily recycled.

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Referencing statistics from UK charity WRAP (Waste and Resources Action Programme) that find almost half (45%) of UK citizens purchase clothing at least once a month, and 23% regularly buy clothing to use for only a time, John Lewis is aiming to offer a more sustainable choice for those looking for longer-lasting options.

The collection is available in-store and online, and includes nightwear, babywear, men’s cashmere, mattresses and filled bedding duvets and pillows.

Each product comes with a QR code on its care label, providing information about its sustainable design.

John Lewis has also developed a circular economy framework and strategy in collaboration with WRAP and the University of Exeter. The three pillars are:

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  • Material choices: Products are made from more sustainable or recycled materials.
  • Durability: Products are made to last longer and be more durable.
  • Cyclability: Products are designed to be easier to recycle (including mono-materiality).

John Lewis commercial director Kathleen Mitchell explained: “We are constantly looking at changes we can make in our bid to combine style and sustainability for our customers. We know they want products that look good and that last, and that’s exactly what these designs offer.

“We’re continuing to learn about how to design more efficiently and to create products that our customers can trust to be good for both their pockets and the planet.”

The John Lewis Partnership recently appointed former Tesco UK and Ireland CEO Jason Tarry as its seventh chairman.