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John Lewis has today (24 June) launched a new eco-friendly circular collection across its Home and Fashion range.
The 20-piece collection, which includes nightwear and filled bedding, has been developed with “circularity at the forefront”, offering products which are longer lasting and more sustainable.
Products in the range have an increased amount of recycled content and are “better” quality, ensuring customers are buying products which are value for money and designed for longevity. The design also factors in how clothing items can be more easily recycled when customers are finished with them.
With almost half (45%) of UK citizens purchasing clothing at least once a month, and around one in four (23%) saying they regularly buy clothing with the intention of using it for a short amount of time, the collection aims to offer a more sustainable choice for those looking for longer-lasting options.
The collection is available in our stores and online and includes items across nightwear, babywear, men’s cashmere, mattresses and filled bedding duvets and pillows.
John Lewis commercial director, Kathleen Mitchell, said: “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. It’s been incredibly insightful seeing the circular framework and strategy put to practice.”
In collaboration with circular economy experts at the University of Exeter, John Lewis has developed its own comprehensive framework and strategy, created in line with WRAP’s circular design toolkits.
Professor Fiona Charnley, co-director of the Exeter Centre for the Circular Economy and UKRI Circular Economy Hub at the University of Exeter Business School, said: “The launch of John Lewis’ new collection is a fantastic example of how the framework can be applied across a diverse range of products with differing requirements and lifetimes.
“This is a pioneering step forward in John Lewis’ transition towards a Circular Economy and we look forward to seeing the wider impact of the strategy across the business and their customers.”
Sophie Scanlon, textiles specialist at WRAP, said: “We are delighted to see our Circular Design Toolkit principles in action within this new collection from John Lewis. Up to 80% of clothing’s impacts are determined at the design phase, so it’s great to see John Lewis taking the practical steps to embed this within their collections to make a difference.”
