Words by MPDClick’s Trend Journal Editor.
British high street giant Marks & Spencer launched their Shwopping campaign a mere six weeks ago and results released on June 17th show over half a million items have already been successfully shwopped.
The brand transformed Brick Lane, London into a larger than life clothes line at the end of April to launch the incentive, fronted by British actress Joanna Lumley, to tackle textile waste. The statement launch stuned onlookers seeing nearly 10,000 items strewn around the streets and buildings of the iconic shopping location, equal to the amount of garments sent to landfill every five minutes.
Pushing for one million items in two months, M&S are offering customers further encouragement with a £5 off when shwopping items. The project, part of Marks and Spencers’ Plan A with charity Oxfam, encourages their customers to bring an item of any brand to exchange when making a new purchase. With focus on sustainability and ethical fashion prominent in 2012 and the foreseeable future, other big names are sure to follow suit, channelling the consumer’s green side.