M&S calls on parents to 'shwop' children's baby clothing

Overall, three quarters of a baby's clothes are bough as gifts, partially explaining why the rate of clothes being thrown away is so high.

Shwopping

Shwopping is Marks & Spencer's revolutionary clothes recycling initiative where customers can donate any item of clothing, of any brand, to be re-used, resold or recycled by charity partner Oxfam. Launched by Plan A ambassador Joanna Lumley, M&S believes Shwopping can revolutionise clothes shopping by asking consumers to adopt a ‘buy one, give one' mentality and encourage greater sustainability on the high street.

The campaign aims to put an end to the one billion items currently ending up in landfill every year. All M&S clothing stores now accept used and unwanted items of clothing from any brand, all year round. The ultimate aim for M&S is to collect 350 million items a year – recycling as many clothes as it sells.

Marks & Spencer (M&S)