- Fighting the climate emergency by promoting a love for pre-loved fashion
- Eco-fashion campaign Love Not Landfill opens its charity fashion pop-up, selling ‘clothes for everyone’ to promote pre-loved fashion and raise funds for the five charities involved
From 11-14th November 2021, eco-fashion campaign Love Not Landfill returns with its pre-loved fashion pop-up, featuring fashion forward collections from charity shops curated by some of fashion’s most style-savvy influencers.
Sponsored this year by Vanish and Oxwash, the third incarnation of the pre-loved fashion concept store is bigger and better than ever before, with more charities, influencers and collections than in previous years. Check out the Cancer Research UK collection x Shannon Alexandra; Crisis collection x Ismail Stewart; Oxfam collection x Nova Twins; and Royal Trinity Hospice collection x The Monica Way.
For the first time ever the pop-up will also feature a special Love Not Landfill collection curated by Jake Edwards from clothes donated to Love Not Landfill exclusive Bambi-designed clothes banks.
Each influencer has worked with their partner charity to carefully select up to 500 pieces from donations, which will be sold at the Love Not Landfill pop-up with all profits going straight to the charities. Expect designer labels you know and love at affordable prices, plus one-off gems – that is the beauty of pre-loved fashion.
As well as being the place to discover the most on-trend truly sustainable fashion in London, the store will celebrate gender-neutral ‘clothes for everyone’, and will be a space to find out more about eco-fashion and the climate emergency with noticeboards, knowledgeable staff and a workshop on Sunday about making your clothes last longer.
Clothing production is the third biggest manufacturing industry after the automotive and technology industries. Textile production contributes more to climate change than international aviation and shipping combined (House of Commons Environmental Audit Committee, 2019). UK landfill sites are dumped with roughly 350,000 tonnes of clothing, worth £140m, every year (WRAP). Yet fast fashion continued to boom online during the pandemic.
According to a March 2021 survey by Deloitte, Gen Z (16 to 24 year olds) are adopting more sustainable behaviours than any other groups: 50% reduced how much they buy and 45% stopped purchasing certain brands because of ethical or sustainability concerns. But there is a lot of greenwashing by fast fashion brands aimed at young fashionistas.
Olivia Shaw from the Love Not Landfill campaign explains:
Don’t be fooled, the most sustainable clothes are the pieces you or someone else already own. The ‘buy it, wear it, throw it away’ fashion model is going out of fashion: rewear what you’ve got, donate or swap fashion and keep pieces in circulation. The trend of fast fashion brands “doing sustainability” with baby steps like recycling and conscious collections isn’t always as transparent as it needs to be, and very few fast fashion retailers are making changes fast and deep enough to have a meaningful impact. This is why we champion second-hand shopping.
Charities such as Oxfam have hugely promoted buying second-hand instead of new, with campaigns such as #secondhandseptember and #SingleUseFashion which flood Instagram with high profile influencers styling trend-leading second-hand looks. Along with Royal Trinity Hospice, Cancer Research UK, Crisis and Save the Children, they continue to support the Love Not Landfill mission to get fashion lovers to try second-hand first.
Deputy Mayor for Environment and Energy, Shirley Rodrigues said:
Clothing and textile production is both resource-intensive and a major contributor to global carbon emissions. The Mayor has set the ambitious target of making London net-zero carbon by 2030, which requires transitioning to a low-carbon circular economy. This means extracting as much value as possible from resources, through their use and reuse, before they become waste.
It’s great to see another fantastic Love Not Landfill event taking place in London during COP26. Not only will this help engage Londoners in the climate emergency and the environmental cost of fast fashion, but also highlight how to make clothes last longer and of course, how to grab a stylish bargain!
The Love Not Landfill pop-up shop is open from Thursday 11th November to Sunday 14th November at 1st Floor Angel Central, 21 Parkfield Street, London N1 0PS.
ENDS
Please contact Jenny Rose at Barley Communications on 07957 551697 or email jenny.rose@barleycommunications.co.uk for more information.
Notes to eds:
- Press preview event on 10th November to preview the full collections and meet the influencers – invitations to follow.
- Influencers, Love Not Landfill spokespeople and charity representatives are available to interview.
- High res shots of key pieces available now.
- Short films by all the influencers involved to be released in run-up to the opening.
Love Not Landfill is a non-profit campaign, run by ReLondon (previously London Waste and Recycling Board), to encourage fast fashion fans to buy second-hand, swap, recycle and give clothes to charity. We aim to encourage 16-24 year old Londoners never to throw unwanted clothes in the bin.
ReLondon is a partnership of the Mayor of London and the London boroughs to improve waste and resource management and transform the city into a leading low carbon circular economy. Their mission is to revolutionise London’s relationship with stuff, helping London waste less and reuse, share, repair and recycle more.
Vanish is owned by Reckitt. Reckitt* is driven by its purpose to protect, heal and nurture in a relentless pursuit of a cleaner, healthier world. We fight to make access to the highest-quality hygiene, wellness and nourishment a right, not a privilege, for everyone.
Reckitt is proud to have a stable of trusted household brands found in households in more than 190 countries. These include Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Clearasil, Dettol, Veet, Harpic, Mortein, Finish, Vanish, Air Wick and more. 20 million Reckitt products a day are bought by consumers globally.
Reckitt’s passion to put consumers and people first, to seek out new opportunities, to strive for excellence in all that we do, and to build shared success with all our partners, while doing the right thing, always is what guides the work of our 40,000+ diverse and talented colleagues worldwide.
For more information visit www.Reckitt.com
*Reckitt is the trading name of the Reckitt Benckiser group of companies
Founded in 2018 by former NASA-scientist and Forbe’s’ Europe’s 30 under 30 alumni, Dr Kyle Grant, Oxwash is here to disrupt the laundry industry.
The eco-friendly laundry service utilises space-age technology to provide customers with a highly convenient service – that doesn’t destroy the planet. The model is simple: customers place an order online, choose a collection and drop off time and place, and Oxwash collects, washes and delivers, all on zero-emissions e-cargo bikes.
Oxwash is harnessing the power of science to overhaul the industry. Traditional methods can only go so far, and have taken their toll on the planet. Using ozone technology for disinfection maintains the integrity of the items received, by washing at low temperatures but destroying bacteria, viruses and allergens.
Oxwash has a strategic partnership with Reckitt’s heritage clothes care brand Vanish. The ‘Oxwash, powered by Vanish’ partnership means the sustainable laundry service uses the new Vanish sustainable formula – Vanish 0% – to help give old clothes a new life, preventing tonnes of clothes from ending up in landfill. Nine out of ten pieces of clothing end up in landfill long before they should and up to 70 per cent of clothing waste could have been prevented with better care habits. Both Vanish and Oxwash want to help clothes live longer by ending irresponsible washing for good and encouraging a circular economy.
After lifting the lid on the wasteful commercial laundry industry, Oxwash has made it their mission to build the future of laundry, a service with no environmental impact and world class results. www.oxwash.com
