Asda’s instore clothing brand George will begin selling second-hand clothing in its supermarkets as part of its ‘George for Good’ commitment to drive down textile waste.
Following a successful trial in Asda’s sustainability store in Leeds, George is now launching the sustainable fashion partnership in a further 50 of its stores, including in London, Bristol, Birmingham, Edinburgh and Brighton.
The concept is in partnership with vintage fashion wholesaler ‘Preloved Vintage Wholesale’, with customers able to buy vintage, retro and second-hand branded pieces – in a bid to prevent “thousands of tonnes of garments” going to landfill each year.
Mel Wilson, global professional lead for sustainable sourcing and quality, at George, described the partnership as “exciting”- adding that she is “proud” to help reduce waste by giving these items a “second lease of life”.
She said: “We know that sustainable fashion is something that’s really important to our customers and colleagues. They’re passionate about us encouraging everyone in the UK to think about the issues of waste and how we can make fashion and textiles more circular, so that we really can reduce the number of garments that go into landfill.”
It follows the recent launch of Asda’s ‘Take Back’ scheme, which encourages customers to bring back their unwanted garments to store, rewarding them with a 10% off George voucher and in return raising funds for Asda’s Tickled Pink campaign – which supports Breast Cancer Now and Coppafeel.